Videos by According2HipHop
Universal Music Morocco & North Africa has launched Def Jam Recordings North Africa, a new Casablanca-based label focused on the Maghreb region, including Morocco, Algeria, Tunisia, Libya, Mauritania, and beyond.
The move comes as the Middle East and North Africa music market continues to surge. According to IFPI, the region posted 15.2% revenue growth in 2025, making it one of the fastest-growing music markets in the world.
Rather than starting from scratch, Def Jam is entering the space with a roster of rising talent, including newly signed artist Najm alongside newcomers SHR and Aujiss. The label is also partnering with Moroccan producers Oldygothesound, Bayadis, and Nouvo.
With hip-hop driving much of the region’s streaming growth, Def Jam’s latest expansion signals a major investment in North Africa’s rapidly evolving rap scene. The launch follows the brand’s growth across Sub-Saharan Africa, Southeast Asia, Europe, and China, further extending its global footprint.
As North African artists continue building audiences both locally and across the diaspora, Def Jam is betting big on the region’s next wave of rap talent.
