Def Jam Launches Vietnam Label to Meet Hip-Hop's Growth in Southeast Asia

Right, Obito and SeaChains
Courtesy of Def Jam Vietnam

Right, Obito and SeaChains

As the Vietnam rap scene continues to grow, Universal Music Vietnam, a division of Universal Music Group, has announced the launch of Def Jam Vietnam, a new domestic label focused on supporting the country's best hip-hop talent.

With a population of around 100 million, Vietnam marks the sixth country from its region to join the umbrella of the Def Jam South East Asia label launched in September 2019, alongside Malaysia, Singapore, Thailand, Philippines and Indonesia. The Vietnam label has already signed three influential local rappers: Obito and SeaChains, known for last year's smash collaborations "Simple Love" and "When You Look at Me," and Right, the season one winner of freestyle rap battle competition Bạn Có Tài Mà!.

"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," said Def Jam South East Asia managing director Joe Flizzow. "I’m looking forward to working with all these amazing and talented artists as well as [on] collaborations and tours."

Founded in 1984, Def Jam has committed itself to supporting hip-hop culture for more than 35 years -- and has recently expanded its mission across international borders, launching Def Jam Africa in May. Meanwhile, Def Jam isn't the only label with an eye on Southeast Asia: In April, Warner opened its first dedicated office in Vietnam, six months after Universal Music Group launched a Southeast Asia headquarters in Singapore.

To celebrate the launch of Def Jam Vietnam, Obito is premiering his new single and music video "Lost," below.