South African rapper Nasty C has been snapped up in an exclusive pact with Def Jam Recordings. He also put out ‘There They Go’ music video, extract from upcoming album.
Nasty C has signed an exclusive deal with Def Jam Recordings. According to Billboard, this is through a joint venture with Universal Music Africa, who’ve snapped up numerous African musicians – from Toofan to Sauti Sol – in the past two years.
Filmed in Nasty C’s Durban hometown, the visuals of “There They Go”, sees the 23-year-old rapper cast in the light of the kid who’s made it, and he eagerly drives this narrative with lyrics which spell out his hard work and success. Produced by Cxdy, it’s been said that “There They Go” will feature on Nasty’s forthcoming album, Zulu Man With Some Power, which will be the rapper’s third studio album, after Bad Hair (2016) and Strings and Blings (2018).
“There They Go,” therefore, becomes the first page of a new chapter for Nasty, who’s seen his stock rise globally after his stellar rap performances that has seen him gain admirers like French Montana, Sway Calloway, and veteran rapper T.I.
The rapper, born Nsikayesizwe David Junior Ngcobo, has also been the number one most-streamed South African artist on Apple Music for four years consecutively. Thus, it’s only natural such a global powerhouse would want to ally with an artist of his caliber. Announcing the signing, Def Jam Recordings interim chairman/CEO Jeff Harleston said that “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.”
Speaking also, the artist said: “It’s powerful to be a part of the Def Jam family. It’s an iconic record label and has made the careers of many of the artists I look up to.”
You can stream “There They Go” in our One Dance playlist on Spotify here.