Universal Music Group has expanded its Def Jam label into North Africa with the launch of Def Jam Recordings North Africa in Casablanca, Morocco.
The move follows earlier Def Jam launches in South-East Asia, sub-Saharan Africa, India, Sweden, and China.
The new division will focus on the Maghreb region, which encompasses Algeria, Libya, Tunisia, and Mauritania.
Artists including Najm, SHR, and Aujiss are already working with the label, alongside Moroccan producers Oldygothesound, Bayadis, and Nouvo.
“North Africa is home to an incredible wave of creativity and talent, and this launch creates a platform for those voices to be heard, celebrated, and amplified on a global stage,” said Tunji Balogun, chairman and CEO of Def Jam.
The wider Middle East and North Africa (MENA) region recorded music revenues grew 15.2% to $168 million last year, according to the IFPI, with the largest markets being the UAE and Saudi Arabia.
