Universal has put the label’s new regional division in Casablanca, covering Morocco, Algeria, Tunisia and Libya.
Universal Music Group (UMG) has officially launched Def Jam Recordings North Africa, marking the iconic label’s expansion into the region. Headquartered in Casablanca, Morocco, the new division will oversee talent acquisition, artist development, and distribution across Morocco, Algeria, Tunisia, Libya, and Mauritania, while serving the broader North African market.
Founded in 1984 by Rick Rubin and Russell Simmons, Def Jam Recordings is one of hip-hop’s most influential labels. It played a pivotal role in transforming hip-hop from a local subculture into a global cultural force, helping launch and shape the careers of artists such as LL Cool J, Public Enemy, Beastie Boys, Slick Rick, Jay-Z, DMX, Kanye West, Rihanna, and many others.
In recent years, Def Jam has expanded its global footprint through regional divisions in Sub-Saharan Africa, Southeast Asia, Europe, and China. The launch of Def Jam North Africa continues this strategy, bringing the label’s artist development model to one of the world’s fastest-growing music markets.
According to the International Federation of the Phonographic Industry (IFPI), the Middle East and North Africa (MENA) region recorded revenue growth of 15.2% in 2025, making it the joint second-fastest-growing music market globally. Rap and hip-hop have been key drivers of this growth, generating strong streaming performance across North Africa and among diaspora audiences in Europe.
Def Jam North Africa enters the market with an initial roster that includes artists Najm, SHR, and Aujiss. The label has also established partnerships with Moroccan producers Oldygothesound, Bayadis, and Nouvo, helping shape the sound and creative direction of upcoming releases.
