LOS ANGELES — Houston-based Colombian rapper Aztek Escobar is the first artist signed to Def Jam Recordings’ new label, revealed July 21 as Roc La Familia.
The New York-based division is headed by president Juan Perez, with marketing, sales and distribution support handled by Def Jam.
Escobar first gained attention with “Problem Houston,” a collaboration with Roc-A-Fella Records/Def Jam Recordings president /CEO Shawn “Jay-Z” Carter. The track was released earlier as a mixtape.
Currently recording his Roc La Familia debut, “Colombian Necktie,” Escobar heads a roster that will specialize in world music including reggae, reggaeton, calypso, tribal and West Indian.
“World music has evolved as a genre,” said Carter in a statement regarding the new label. “Roc La Familia will leverage the extensive resources of Def Jam to introduce fans to cultures that they would not normally be exposed.”