Award-winning South African rapper Nasty C has signed an exclusive deal with Def Jam Recordings through a joint venture with Universal Music Africa. His official U.S. debut “There They Go” premieres on Apple Music Beats 1 with Ebro Darden today (March 26 at 4:30 p.m. ET).
The video for “There They Go” is also premiering today. Filmed in Nasty C’s hometown of Durban, South Africa, the video was directed by Andrew Sandler.
The Cxdy-produced “There They Go” is the first taste from the 23-year-old rapper’s upcoming album Zulu Man with Some Power. The set is the follow-up to Nasty C’s second multi-platinum album, 2018’s Strings and Bling.
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.”
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.