KUALA LUMPUR: In a significant expansion of its operations in the region, Universal Music Group (UMG) has launched Def Jam South East Asia to focus on its vibrant hip-hop scene.
It is one of two new flagship label divisions launched last Tuesday, the other being Astralwerks Asia which focuses on nurturing talent across the electronic genre.
And Malaysia's very own hip-hop maestro Joe Flizzow is one of six regional artistes to be part of Def Jam South East Asia. He has joined Daboyway of Thailand, Yung Raja (Singapore), Fariz Jabba (Singapore), Alif (Singapore) and A. Nayaka (Indonesia) as the label division's first hip-hoppers.
Joe said: "I'm truly honoured to be part of Def Jam South East Asia. After 20 years as an independent artiste, working my way up, I've finally joined the 'big boys' in a major music label. We've got a lot of work to do, and we'll all do our best. And best of all, my fellow label artistes are all my old friends."
He also said that all of his team-mates in Kartel Records, the hip-hop record label he founded in 2005, will "be on board" in Def Jam South East Asia.
UMG executive vice-president of market development Adam Granite said in a statement that the company planned to extend its focus and commitment to local language and domestic repertoire to provide music fans with the best music experience throughout the region.
Granite said: "Def Jam South East Asia is dedicated to taking the best Asian rap talents and giving them a global platform to reach new audiences around the world with their music.
“Def Jam has always signified a globally recognised and respected mark of hip-hop quality. From Public Enemy, LL Cool J, Nas, Jay-Z, Kanye West to today’s next wave of Def Jam rappers like Logic, Big Sean and 2 Chainz. As the iconic label celebrates its 35th year, we are excited to extend its reach into South East Asia and start a new chapter in its illustrious history."