Def Jam partners with Nigeria-based Native Records

The deal, a joint venture partnership, was made public by Def Jam chairman and CEO Tunji Balogun and Native Networks’ co-founders Seni Saraki and Teni Zaccheaus on Tuesday.

The development arrives a year after Balogun took over the top job at the American label, which launched its African division in 2020 and currently boasts an impressive list of artists on its roster, including Stonebwoy, Stogie T, Cassper Nyovest, Nadia Nakai, Nasty C, Tellaman and Vector.

Native Records has operations in Nigeria and the UK, and the arrangement forms part of the label’s vision to develop young African artists and promote youth culture. It is also expected to further the Afrobeats agenda championed by its mother company.

Native was founded in 2016 by Seni Saraki, Teni Zaccheaus, Shola Fagbemi, Addy Edgal and Suleiman Shittu to spotlight new sounds and urban culture from the continent and the diaspora.

“As we build a culture here at Def Jam that connects the best in global black music diaspora  – from hip hop, R&B, reggae, Afrobeats and more  –  clearly some of the best, most vital, interesting and cutting-edge new artists and sounds in music today are coming out of the continent,” Balogun said. “Seni, Teni and the Native crew have their fingers on the pulse of what’s truly happening on the scene, as an engine for discovery, and as a hub for creators and artists. I’ve been a fan of their platform and have been connected to the guys for some time. I believe we’re going to discover and develop some amazing talent together.”

“We’ve known Tunji for quite a while now, and his ear and track record for breaking black artists from all over the world to a global audience is second to none,” Native Records said. “We are honoured to be invited into his new home, and to be the first joint venture partnership with an African company in Def Jam’s legendary history.

“We truly believe that for music, the continent is the most exciting place in the world right now. We want Native Records to be about artistic freedom, and as a company, we’ve always been passionate about discovering and working with artists that don’t quite colour within the lines and helping them to express themselves. Africa is not a monophonic continent, and we believe this partnership will prove just that.”