The South African music industry might pale in terms of soft power to the Nigerian industry but what it lacks in that regard, it makes up for in terms of the structure of its industry. It holds systems which are lacking here that make it easier to sell music and track those sales. This could explain the significance behind the recent announcement that South African rapper, Nasty C, has signed an exclusive contract with Def Jam Recordings through a joint venture with Universal Music Africa.
That journey takes off with the release of the 23-year-old rapper’s new single There They Go, which premiered on Thursday, March 26th, with Ebro on Apple Music Beats1. There They Go, produced by Cxdy, is the first track from ZULU MAN WITH SOME POWER, Nasty C’s anticipated third album set to be released later this year. ZULU MAN WITH SOME POWER will serve as a follow-up to 2018’s Strings and Bling.
Speaking via a released statement, the rapper 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.”
Jeff Harleston, interim Chairman & CEO, Def Jam Recordings, described the successful rapper as being “at the forefront of a new generation of rappers emerging from Africa.” The video for There They Go was also released as part of its rollout. Shot on location in Durban, South Africa, by Andrew Sandler, the video translates the energy that pulsates through the city.
Watch the video below.