TV personality-turned-rapper Boitumelo “Boity” Thulo, who has been signed by international record label Def Jam Africa, believes the deal will open more doors for her.
Def Jam Africa, which is under the Universal Music Group, announced this week that it was spreading its footprint to Africa by opening offices in South Africa and Nigeria.
Def Jam Africa is attempting to follow in the footsteps of the iconic Def Jam Recordings label, its sister label, which has led and influenced hip-hop and black urban culture music for more than 35 years.
The move by Def Jam to establish an African wing to give African stars a platform to penetrate the international market has been applauded by music critics, who feel that Africa’s time has come in terms of music and popular culture.
She said being on Def Jam Africa would lead to more opportunities for her and a much-wider market of consumers for her music.