Music

Def Jam Records to Open First North African Division in Morocco

BYYassine Hariss

June 17, 2026

It’s official: Def Jam is coming to the region. The legendary record label — founded in 1984 and synonymous with rap and hip-hop around the world — is launching its first North African division, marking a major expansion into the Maghreb.

Built with the intention of creating a dedicated home for rap and hip-hop talent across North Africa, the new branch will be headquartered in Morocco and operate under the banner of Def Jam North Africa. The move represents the label’s latest push into emerging music markets, following the launches of regional divisions in Sub-Saharan Africa and Southeast Asia over the past few years.

While full details remain limited for now, the Moroccan outpost is expected to focus primarily on identifying, developing, and exporting artists from across the Maghreb, a region that has become one of the most exciting breeding grounds for rap music outside of its traditional strongholds.

From what’s been revealed, a first wave of talent has already been brought into the fold, including Najm, SHR, and Aujiss on the artist side, alongside producers Oldygothesound, Bayadis, and Nouvo. All six are Moroccan, though given the label’s stated ambition to serve the wider Maghreb, it likely won’t be long before Def Jam North Africa begins expanding its roster beyond the kingdom’s borders and signing talent from neighboring countries as well.

“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,” Tunji Balogun, Chairman & CEO of Def Jam Recordings, said.

The launch comes at a time when North African rap is enjoying unprecedented global visibility. Artists such as ElGrandeToto, Samara, and Flenn are regularly accumulating millions of streams, selling out venues across Europe and beyond, and increasingly finding themselves at the centre of international conversations around the future of hip-hop. With Def Jam’s arrival, that momentum has now been met with perhaps its strongest vote of confidence yet, offering further recognition that North Africa is no longer simply participating in the global rap conversation, but actively helping shape it.

Def Jam Records to Open First North African Division in Morocco

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Def Jam Records to Open First North African Division in Morocco

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