Tunji Balogun, Chairman and CEO of Def Jam, says he is focused on building the next era of Def Jam as the hip-hop label, founded by Russell Simmons and Rick Rubin, celebrates 40 years. The former A&R, whose tenure has been marked by a period of instability, Balogun says he aims to make Def Jam the hub for the next wave of global Black music after stepping into a label in dire need of transformation.
“It felt like there was an over-reliance on the existing roster and not enough focus on what’s next,” remarked the former rapper to Billboard. “The current roster was formidable, particularly during that period. You still had Kanye West, Justin Bieber was dropping music consistently, and Jhené Aiko had a significant album. But the truth is, you always need that next generation of artists to keep pushing boundaries, and I made that a priority from day one.”
Balogun signed dancehall artist Masicka to a multi-album deal as he attempts to revamp the Def Jam roster, and Billboard reports that Despite Balogun’s efforts, Def Jam’s market share has also declined over the past three years—a trend that predates his tenure—falling to 0.65% by the close of 2023, according to Luminate. Furthermore, the label, once synonymous with culture-defining releases by LL COOL J, Public Enemy, Jay-Z, West, and Rihanna, failed to produce any chart-topping albums or global anthems like DMX’s Ruff Ryderz Anthem of Jay-Z’s Hard Knock Life.
Masicka’s sophomore album, “Generation Of Kings,” – his first with the label – debuted at #2 after selling 3,500 units in its first week. 600 were pure copies, while 4,400,000 were in streams, and the album went on to spend seven weeks on the chart without entering the Billboard 200. The Corner artist told WMV that he signed with Def Jam to expand his horizons, “I felt like have done everything I could throughout the Caribbean. I’ve been to most of the countries like six, seven, eight times and for me it’s more structure— not money.”
Balogun says his strategy is to nurture new talent while honoring the label’s rich legacy. He acknowledges the need for a cultural reinvention and emphasizes the importance of staying true to Def Jam’s roots while embracing new sounds and perspectives
Reggae legend Buju Banton is also on the current Def Jam roster, releasing two albums “Upside Down 2020” and “Born For Greatness,” released September 8, 2023. Upside Down debuted at #2 on the Billboard Reggae albums chart after selling 2900 units in its first week, according to Nielsen/MRC Data and has sold more than 50,000 units since in release on July 26, 2020. While “Born For Greatness” did not make the Billboard Reggae Albums Chart after selling 2600 units during its first week of release.
Dancehall artist Capleton, briefly signed to Def Jam, at the height of the label’s success where he released two albums and David House star offers a word of caution.
“Just know what you want and be yourself. Don’t let anybody change you. Even if you have to cross over musically, you don’t have to change physically as a person. I was there, and they realized I’m not one of those hype persons who loves to show off. Worse, I don’t even drink,” says the 55-year-old to World Music Views.
The More Fire artist also suggests that although Def Jam had significant success with hip hop artists, they lacked the ability to market him to the right grassroots audiences in the 90s.
“Because it’s a 100% hip-hop company, they never really knew how to give me that market through grassroots. That’s why we even ended up back at VP. But as I said, anything for the music,” says Capleton.
Capleton released the album “Prophecy”, under Def Jam which peaked at number 65 on Billboard’s R&B/Hip Hop Albums chart in 1995, and “I-Testament”, released in 1997. The Grammy nominated artist also climbed the charts with the singles “Tour”, reaching number 57 on the Hot 100 Chart, “Wings of The Morning”, reaching number 79, and “Heathen Rage”, peaking at number 79 on the R&B Hip Hop Songs Chart.
Def Jam had a bigger success when they released Nas and Damian Marley’s “Distant Relatives” in 2010, which debuted at number five on the US Billboard 200 chart, after selling 57,000 copies in its first week.
