Award-winning South African rapper Nasty C has signed an exclusive pact with Def Jam Recordings through a joint venture with Universal Music Africa.
In announcing the signing, 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 recognized 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 rapper’s career began in 2012 with the release of his first mixtape, One Kid, A Thousand Coffins. Second mixtape Price City and debut album Bad Hair, debuted in 2014 and 2016, respectively. Since then, Nasty C has won several music awards including the South African Hip-Hop Awards’ Best Freshman prize and four Metro FM Music Awards, as well as being nominated in 2019 for a BET Hip-Hop Award in the best international flow category and an MTV Europe Music Award.
Strings and Bling, featuring the multi-platinum singles “King,” “Jungle” and “SMA” and the platinum title track, earned two South African Music Awards and two All African Muzik Magazine Awards (AFRIMMAs). A Forbes “Africa Under 30” and GQ Musician of the Year honoree, Nasty C also has brand endorsement affiliations with Puma, Red Bull and Mercedes.