Universal Launches Def Jam Japan Label

Is the world ready for a Japanese Eminem?

Finding that kind of home-grown talent is a top priority for Universal Music K.K.'s newly established Def Jam Japan label, the first rap/hip-hop speciality imprint launched by a major Japanese record company.

"Hardcore rap is becoming popular in Japan," notes Kazu Koike, GM of Universal Music K.K. division Universal International. "At last, rap and hip-hop have become a natural part of the Japanese music scene," he says, pointing to the recent success of such local acts as rap/rock band Dragon Ash, hardcore-oriented rapper Zeebra, and rap/pop band S.B.K. "So we thought we should start up Def Jam Japan."

The new label is the second Def Jam imprint to be set up outside the U.S., following the launch of Def Jam Germany in June (Billboard, June 17).

Besides releasing material by American Def Jam artists, Def Jam Japan will seek out talent from Japan's burgeoning rap/hip-hop scene. And Koike says he's excited by the prospect of setting up joint projects by American and Japanese acts on the label. "We want to create a buzz," he insists.

After getting initial approval for the project from Universal Music K.K. president Kei Ishizaka, Universal Music Asia-Pacific chairman Norman Cheng, and Universal Music International chairman Jorgen Larsen, Koike approached Jim Caparro and Lyor Cohen, chairman and president, respectively, of Island/Def Jam Music Group, and they also gave the idea the OK.

Def Jam Japan is set for a Nov. 1 launch, with Universal International promotion head Ryu Hatano as label chief. Currently six staffers, including Hatano, are assigned to the label. The first domestic act signed to Def Jam Japan is Nitro Microphone Underground, a seven-member rap outfit from Tokyo whose debut album will be Def Jam Japan's first release, provisionally set to come out at the end of December. NMU lead vocalist Dabo is also recording a solo album, which includes duets with LL Cool J. That album is due to be released at the end of January.

Koike says the new label hopes to sign three or four other Japanese rap acts over the next few months. He says the immediate goal is to achieve album sales of between 50,000 and 60,000 units for Def Jam Japan's domestic releases.

Along with the rise in hardcore rap in Japan, Koike says melody-oriented rap is steadily becoming popular here, and a Japanese version of the Def Soul label is another possible future development.

Although Japanese rappers are generally not as outspoken and controversial as their stateside counterparts, Koike says, Def Jam Japan will pay close attention to its acts' lyrics, especially for words or expressions that could offend minority groups. One possibility, he says, is placing warning stickers on releases that contain potentially objectionable language.