Binetou Sylla to lead Def Jam in Francophone Africa

The move, in collaboration with UMF’s Capitol France division, forms part of a quest to boost the global presence of French-speaking African artists. The partnership will also build on Def Jam’s 35-year hip hop legacy.

Sylla, who is the daughter of legendary producer Ibrahima Sylla, boasts more than 10 years’ experience in the music business. She leads independent record labels between Paris and the African continent, including Wèrè Wèrè Music, and the historic Syllart Records that launched the careers of African icons such as Alpha Blondy, Youssou N'Dour, Oumou Sangaré and Salif Keita.

“Binetou Sylla, brings a wealth of expertise to the newly formed partnership, which will focus on unearthing and producing authentic artists through innovative, pan-African musical projects capable of reaching a global audience,” Universal Music France said.

“Combined with Universal Music France’s expertise and network, Def Jam artists signed in French-speaking Africa will be uniquely positioned to reach the largest possible global audience.”

Further announcements on signings and projects are expected in the coming months.

“I’m proud to join forces with Universal Music France with a shared vision and passion to develop regional artists in French-speaking Africa internationally,” Sylla said. “In partnering with Def Jam and Capitol, Wèrè Wèrè Music is uniquely positioned to deliver commercial and global success to unique African talent from across the continent.

“Def Jam, our driving force, is a powerful, unifying brand in the French-speaking and international ecosystem. Def Jam Africa is more than just a music label; it is the embodiment of a set of authentic values that make no compromise on artistic excellence.”

UMF president Olivier Nusse said he was looking forward to leveraging Sylla’s team to promote French-speaking African talent worldwide, while Universal Music Africa’s managing director, Franck Kacou, expects increased opportunities and success for French-speaking African artists.

Capitol Label Services head Alexandre Kirchhoff said: “French-speaking sub-Saharan Africa is the biggest growth engine in Africa and remains a world-class centre of musical talent that has greatly influenced and impacted French music past and present, thanks in particular, to the diasporas.

“The Capitol team in France is delighted to partner with Binetou Sylla. Our shared vision knows no boundaries, and we look forward to this exciting and what will be an extremely productive musical adventure.”