UMG Establishes Def Jam Recordings North Africa in Casablanca

UMG launches Def Jam Recordings North Africa headquartered in Casablanca, Morocco

June 11, 2026 By Murray Stassen

Universal Music Group has launched Def Jam Recordings North Africa in Casablanca, Morocco.

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The new division of the hip-hop label will be headquartered in Casablanca and will cover the entire Maghreb region.

UMG says the launch will increase access, reach, and opportunity for North African hip-hop artists on a global stage.

The opening further expands Def Jam’s global footprint and strengthens UMG’s position in the MENA region, which according to the latest IFPI data , recorded revenue growth of 15.2% in 2025 – making it the joint second-fastest growing region globally, alongside Sub-Saharan Africa.

Def Jam Recordings was founded in 1984.

The North Africa opening follows launches for the Def Jam brand in Sub-Saharan Africa , South East Asia, the UK, India , Sweden , and most recently, in Chengdu, China .

Def Jam North Africa will identify and elevate talent from the region’s hip-hop scene, with a focus on artist development, collaborations, and access to international opportunities through the UMG and Def Jam global network.

> “This is an important strategic step for a region we’ve long believed has incredible artistic talent.” Adam Granite , Universal Music Group

Adam Granite, Executive Vice President, Market Development, Universal Music Group, said: “This is an important strategic step for a region we’ve long believed has incredible artistic talent.

“We were the first major music label to open an office in Morocco, and with the launch of Def Jam North Africa, we’re once again demonstrating both our faith in local artists and local talent, and UMG’s desire to keep investing in high-potential markets.”

> “North Africa is home to an incredible wave of creativity and talent, and this launch creates a platform for those voices to be heard, celebrated, and amplified on a global stage.” Tunji Balogun, Def Jam Recordings

Tunji Balogun, Chairman and CEO, Def Jam Recordings, said: “Def Jam has always been built on powerful storytelling, artists bringing the energy and culture of their communities to the world.

“North Africa is home to an incredible wave of creativity and talent, and this launch creates a platform for those voices to be heard, celebrated, and amplified on a global stage.

“We’re excited to help share these stories with the world.”

UMG launched Universal Music Morocco from Casablanca in 2020 , becoming the first major music company to establish a standalone office in the country.

The company says it has since expanded those operations, including the launch of a full artist and label services business in 2022.

Artists from the UM Morocco roster across rap, hip-hop, and pop have dominated the Moroccan charts and broken local streaming records, according to UMG.

UMG has been steadily expanding its presence in the wider MENA market in recent years, including through the acquisition of UAE-based Chabaka Music in 2023.

> “This marks a new chapter for our business in the region.” Patrick Boulos, Universal Music Group MENA

Patrick Boulos, CEO, Universal Music Group MENA, said: “This marks a new chapter for our business in the region.

“We have been at the forefront of the musical revolution in North Africa, with numerous local artists starting to see success both at home and, notably, across Europe, and with this launch of one of the most iconic labels in all of music, it can only help accelerate this phenomenon.

“Hip-hop has a new home in North Africa!”

Sylvain Mahy, Managing Director, Universal Music Group Morocco and North Africa, said: “Def Jam North Africa is the natural and logical next step to pursue our successful regional growth.

“This demonstrates our ongoing commitment to artists in developing and evolving the music ecosystem,” Mahy added.

> “Def Jam North Africa is the natural and logical next step to pursue our successful regional growth.” Sylvain Mahy, Universal Music Group Morocco and North Africa

Def Jam Recordings North Africa officially debuted at a launch event in Casablanca on Wednesday evening (June 10).

The event drew attendance from industry insiders, artists, songwriters, and cultural leaders from across North Africa.

The label announced that its initial focus will be on a collaboration with recently signed artist Najm, as well as newcomers SHR and Aujiss.

The label also highlighted active partnerships with Moroccan producers Oldygothesound, Bayadis, and Nouvo. Music Business Worldwide

_Originally reported by [Music Business Worldwide](https://www.musicbusinessworldwide.com/umg-launches-def-jam-recordings-north-africa-headquartered-in-casablanca-morocco/)._