South African rapper Nasty C has joined US label Def Jam Recordings through a joint venture with Universal Music Africa, Billboard reported.
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“We are thrilled to welcome South African superstar Nasty C to the UMG [Universal Music Group] and Def Jam family,” UMG said.
Def Jam Recordings interim chairperson and CEO Jeff Harleston said: “Nasty C is a unique and forward-thinking artist who is at the forefront of a new generation of rappers emerging from Africa. Def Jam is a globally recognised brand synonymous with excellence in hip hop, and we are excited to welcome Nasty C, an international star with real vision and talent, into the family.”
‘There They Go’ is off Nasty C’s upcoming album Zulu Man With Some Power. The rapper first shared snippet videos of the new single on social media. The video for the song has also premiered on Trace Urban and was shot at a location in Nasty C’s hometown of Durban. The video was directed by Andrew Sandler, who has worked with such artists as Lil Wayne and Chris Brown.
The video premiered on YouTube at 9.30pm on 26 March and was sitting on about 70 000 views at the time of writing. UMG and Def Jam shared snippets of ‘There They Go’ on Twitter with the comment, “Family!”.
“Special thanks to God, my team and everybody listening,” Nasty C wrote.