Back in November of 2020, Universal Music announced the launch of 0207 Def Jam, a new UK imprint of the legendary record label Def Jam Recordings. A quick scan of the label's Twitter account reveals that so far their artist roster includes: Stormzy, Debbie, Potter Payper, and 21-year-old singer-songwriter Tendai. UK rap legend Wretch 32 was also announced as the label's creative director. If these early announcements are a reflection of things to come, it's safe to say that 0207 is looking to become a big player in the hip-hop industry.
“I’ve always been hopeful that the UK would breed a British invasion in America for hip-hop, in the way it did with the Beatles and Merseybeat. Maybe this can set the stage for that dream to come true.” - Rick Rubin
My favorite release so far from 0207 comes from the young Londoner, Tendai. He recently dropped Not Around, a new R&B track along with a dark visual treatment from director Hector Dockrill that features neo-noir era scenes of Tendai performing the two-minute song from within shadows of a world that appears to have been abandoned by mankind. It's a fitting way to introduce an outstanding talent that already sounds like fully developed artist.