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Asaph, the rising Zimbabwean hip-hop artist from Bulawayo has signed with Def Jam Records, Greedysouth can exclusively reveal.
Asaph becomes the second Zimbabwean rapper to join the iconic Def Jam Recordings music label, after South African-based Nadia Nakai signed with the label in 2020.
Def Jam Africa confirmed the news via Twitter on Friday, sharing a short clip:
"We officially welcome Zimbabwe’s finest Asaph Afrika to the Def Jam Recordings Africa family!” They wrote. "We’re extremely excited to create even more legendary music with you.,” read the rest of the Tweet. Asaph then responded “Thank you very much, really excited to be part of the family!!! Time for Zim to show the world wassup.”
The 29-year-old artist's music turned the heads of critics and tastemakers around the world with effortless, and honest, observations of everyday life and love which ultimately led to a record deal with the hottest Hip-Hop label in the world. "It’s been brewing since 2019," says Asaph in a conversation with Greedysouth on how the deal came about. "It was an event I performed at called BYO Shutdown and I really rocked the stage and reps from Universal Music were impressed." He continues.
"This means I’m now a global artist. This is a serious platform and a serious team dedicated to pushing my music to the world," explains Asaph as he plans to hit the ground running. "A single is coming real soon with some continental features. Watch this space," he says.
Asaph also shared with Greedysouth, a few words of motivation to other local upcoming Rappers in the trenches, looking up to follow in his footsteps. "Keep believing and being disciplined in pursuit of what you want out of life. It really is possible to achieve your dreams with consistency and hard work but most importantly love for what you do," he says.
Def Jam Africa is Universal Music Group’s label dedicated to supporting the best in African hip-hop talent and culture across the continent whose reach extends into French-speaking Africa. Def Jam Africa launched in May 2020, as the first label dedicated to representing the best hip-hop, Afrobeats, and trap talent in Africa, and follows the blueprint of the iconic Def Jam Recordings label, which has led and influenced the cutting-edge in hip-hop and urban culture for more than 35 years.
The first flagship artist signings to join Def Jam Africa are Cassper Nyovest, Nasty C, Larry Gaaga, Boity, Nadia Nakai, Tellaman, Tshego, Ricky Tyler & Vector.