Universal Music Group launched its Def Jam Africa subsidiary in 2020 with offices in South Africa and Nigeria. UMG’s latest move is a partnership with Binetou Sylla, the producer and founder of the independent label Wèrè Wèrè Music.
Binetou Sylla will lead Def Jam Africa in the African French-speaking markets, with a remit to sign and develop artistes “capable of reaching a global audience”.
“In partnering with Def Jam and Capitol, Wèrè Wèrè Music is uniquely positioned to deliver commercial and global success to unique African talent from across the continent,” said Sylla, who is also director of veteran label Syllart Records.
The strategic relationship is UMG’s latest move in Africa, following the announcement of plans to buy a majority stake in Mavin Global.
