Nasty C Shares New Song ‘There They Go’ As He Signs Deal With Def Jam Recordings
Young South African rapper Nasty C has signed an exclusive pact with Def Jam Recordings. Announced by Billboard, this is through a joint venture with Universal Music Africa. The “Hell Naw” artiste made his official U.S. debut when “There They Go,” his latest song premiered on Apple Music Beats 1 with Ebro Darden on March 26. A video was also released.
Filmed in Nasty C’s Durban hometown, the visuals of “There They Go,” sees the 23 year-old rapper cast in the light of the kid who’s made it, and he eagerly sells this further with lyrics which spell out his hard work and success. Produced by Cxdy, it’s been said that “There They Go” will feature on Nasty’s forthcoming album, Zulu Man With Some Power, which will be the rapper’s third, after Bad Hair (2016) and Strings and Blings (2018).
“There They Go,” therefore, becomes the first act of a new chapter for Nasty, who’s seen his stock rise globally after impressing a bunch of influencers, from Sway Calloway (remember that freestyle?) to French Montana and making music with them.
Born Nsikayesizwe David Junior Ngcobo, the rapper has also been the number one most-streamed South African artiste on Apple Music for four years consecutively. Thus, it’s only natural such a global powerhouse would want to ally with a man of his talents. Announcing the signing, Def Jam Recordings interim chairman/CEO Jeff Harleston said that “Nasty C is a unique and forward-thinking artist who is at the forefront of a new generation of rappers emerging from Africa. Def Jam is a globally recognized brand synonymous with excellence in hip-hop, and we are excited to welcome Nasty C — an international star with real vision and talent — into the family.”
Also speaking, the artist said: “It’s powerful to be a part of the Def Jam family. It’s an iconic record label and has made the careers of many of the artists I look up to.”