Def Jam Vietnam Launches to Further Elevate Hip-Hop in South East Asia


New label dedicated to supporting the best in Vietnamese hip-hop and rap talent, following the successful launch of Def Jam South East Asia

Universal Music Vietnam (UMV), a division of Universal Music Group (UMG), the world leader in music-based entertainment, today announced the launch of Def Jam Vietnam, a new domestic label dedicated to supporting the best Vietnamese hip-hop and rap talent.

The rap scene in Vietnam has grown in popularity and influence in recent years and the launch of Def Jam Vietnam will further boost the country’s vibrant hip-hop community. Def Jam Vietnam becomes the sixth country from the region to join the global Def Jam family, alongside Malaysia, Singapore, Thailand, Philippines and Indonesia as part of Def Jam Southeast Asia. The label, which launched in September 2019, follows the blueprint of the iconic Def Jam Recordings label, which has led and influenced the cutting-edge in hip-hop and urban culture for more than 35 years.

Since launch, Def Jam South East Asia has assembled a powerhouse line-up of rappers from across the continent, including some of the most revered artists in the region. Def Jam Vietnam is committed to lifting the genre to greater heights in the region and to helping introduce the next generation of local hip-hop talent to audiences worldwide. The label launches with the signing of three of Vietnam’s most influential and exciting young artists; Obito, SeaChains and Right.

“It’s an extremely exciting time for Hip-Hop in Vietnam, and we are committed to connect and contribute to the Hip-Hop community at large. I’m looking forward to working with all these amazing and talented artists as well as collaborations and tours. Big things to come, and once again on behalf of the fam, welcome to Def Jam SEA!” says Joe Flizzow, Managing Director, Def Jam SEA.

With more than 70 million views on YouTube and 150 million streams, Obito and SeaChains created a huge wave in the region at the end of 2019 with the singles, “Simple Love” and “When You Look at Me”. Right walked down a different path, emerging as the first season champion of the “Bạn Có Tài Mà!” Freestyle Battle.

As part of the Def Jam Vietnam official launch, Obito premiered his brand new single and music video, “Lost” – produced by DBaola and the Hillus Production team. Following the wild success of his recent single, “Friendzone”, “Lost” sees the 19-year-old showcasing his trademark smooth vocals over a toned-down production.

The sound of hip-hop is growing in Vietnam – watch out for the next wave of future Def Jam stars to hit the airwaves in the coming months.

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