South African Superstar, Nasty C, signs to Def Jam Records and releases first single under the label titled. “There They Go”
SOUTH AFRICAN SUPERSTAR NASTY C â THE MOST-STREAMED RAPPER IN AFRICA – SIGNS TO DEF JAM RECORDINGS
âTHERE THEY GO,â DEBUT DEF JAM SINGLE, PREMIERES TODAY WITH EBRO ON APPLE MUSIC BEATS1
NEW ALBUM “ZULU MAN WITH SOME POWER” SET FOR RELEASE VIA DEF JAM IN 2020.
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âItâs powerful to be a part of the Def Jam family. Itâs an iconic record label and has made the careers of many of the artists I look up to.â â Nasty C
Nasty C, the #1 most-streamed South African artist on Apple Music for four years in a row, has signed an exclusive contract with Def Jam Recordings through a joint venture with Universal Music Africa. Nasty C makes his official U.S. debut with âThere They Go,â his brand new single premierÂing Thursday, March 26th at 4:30 p.m. (ET) with Ebro on Apple Music Beats1.
âThere They Go,â with producer Cxdy at the controls, is the first advance track from ZULU MAN WITH SOME POWER, Nasty Câs forthcoming album.
âNasty C is a unique and forward-thinking artist who is at the forefront of a new generation of rappers emerging from Africa,â said Jeff Harleston, Interim Chairman & CEO, Def Jam Recordings. âDef 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.â
âItâs powerful to be a part of the Def Jam family,â said Nasty C. âItâs an iconic record label and has made the careers of many of the artists I look up to.â
The video for âThere They Goâ was shot on location in Nasty Câs hometown of Durban, South Africa. Director Andrew Sandler (who has worked with Lil Wayne, Chris Brown and others) has focused a new lens on the region, where Nasty Câs most recent (second) multi-platinum album Strings And Bling was #1 for three consecutive weeks.
With over 120 million streams, Strings And Bling was far and away the most streamed South African and African album on the Apple Music streaming platform in Sub-Saharan Africa. The album spawned three multi-platinum singles: âKing,â âJungle,â and the radio smash, âSMA,â as well as the platinum title track, âStrings And Bling.â A further 14 songs off Strings And Bling were certified gold.
An unstoppable force of nature, 23-year old youth phenom Nasty Câs profile earned him a berth on the Forbes âAfrica Under 30â list, and the prestigious Musician Of the Year accolade from GQ magazine. He boasts brand endorsement affiliations with top-shelf companies Puma, Red Bull, and Mercedes.
Nasty C has always sought to make the globe even smaller through his music. He has toured Africa, Asia, Europe, Australia, and North America. He has brought his own live performance headline package, the Ivyson Tour, to Kenya, Zimbabwe, Namibia and more. The most recent six-city Ivyson Tour last year was a sold-out smash with over 16,000 attendees in each of the four cities in which it was held (Durban, Johannesburg, Cape Town, Namibia).
Watch and Enjoy the music video for “There They Go” below