Universal Music Group today announced the launch of Def Jam Africa, a new label division within the continent. According to the announcement, the new label is dedicated to representing “the best hip-hop, Afrobeats and trap talent in Africa, and will follow the blueprint of the iconic Def Jam Recordings label,” one of the most important hip-hop/R&B companies in history.

The label will initially be based in Johannesburg, South Africa and Lagos, Nigeria, but will identify and sign artist talent from across the entire continent. It will be supported by dedicated A&R, marketing, creative and digital teams from the UMG teams in both Nigeria and South Africa and will report to Sipho Dlamini, managing director of Universal Music Sub-Saharan Africa & South Africa.

The label launches with a flagship roster including such well-established African artists as Boity (South Africa), Cassper Nyovest (South Africa), Larry Gaaga (Nigeria), Nadia Nakai (South Africa), Nasty C (South Africa), Tshego (South Africa), Tellaman (South Africa), Ricky Tyler (South Africa) and Vector (Nigeria). Most of these artists have previously released recordings under the UMG Africa banner, but a rep for the company tells Variety that Def Jam Africa is the first standalone UMG label in Africa that will have its own identity, dedicated resources and focus specifically on its core genres.