Award winning South African Rapper Nasty C has been signed to American based record company Def Jam Recordings via a joint venture with Universal Music Africa, Billboard confirms.
According to Billboard, The 23 year old will be releasing his new album ‘Zulu Man With Some Power’ under his new label. His latest single was premiered on Thursday on Apple Music Beats 1 with Ebro Darden. A video was also released.
Confirming the new deal, Def Jam Recordings interim chairman/CEO Jeff Harleston stated, “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.”
“It’s powerful to be a part of the Def Jam family,” added Nasty C. “It’s an iconic record label and has made the careers of many of the artists I look up to.”
The video was shot at a location in Nasty C’s hometown of Durban. The video was directed by Andrew Sandler, who has worked with artists such as lil Wayne, and Chris brown.
WATCH THE VIDEO HERE:
The highly anticipated National Museum of African American Music is scheduled to open in Downton Nashville in Summer 2020, the National museum of African American music will be a 56,000 square-foot facility that will encourage visitors to discover the many connections and influences that African Americans have made on America’s music. From classical to country, to jazz and hip hop, NMAAM will integrate history and interactive technology to share the untold story of more than 50 music genres and sub-genres of music. it will be an unparalleled institution, not confined by record label, genre or recording artist, but instead will tell a unique narrative through the lens of black music and bring musicians from the past to the present.
“The perception nationally, I think, is that Nashville is just country music. And while we love country music, I think it’s important to touch base on all the other musical genres African Americans have helped to influence,” Tamar Smithers, director of Education and Public Programs, told Black Enterprise.
There have been several efforts made to push projects that celebrate Black music history forward. Last year legendary music mogul Berry Gordy donated $4 million towards the expansion of the Detroit-based Motown Museum. The museum—which is inside of the record label’s first headquarters—captures the history, impact and influence that Motown has had on the music industry and beyond by highlighting the stories of artists like Stevie Wonder, The Temptations, Marvin Gaye and The Jackson 5.
African American music has a very rich history and originated from slaves during the 1600s who used songs to communicate with each other. In the fields as slaves were working you could hear them singing songs to pass the time. Back in Africa, rhythm was part of daily life and was incorporated into labour, rituals, and celebrations within the community.
Check out the virtual tour below: