Universal Music Group East Africa (UMG EA) has announced the signing of Rwandese rapper, songwriter and producer Ish Kevin. This deal brings forth new opportunities for Rwanda’s hip hop maverick keen on creating commercially successful music and go far beyond the framework in the global music industry.
Sharing his excitement on the new deal he penned with Universal Music Group EA, Ish noted that this was a monumental move for the culture and his homeland, Rwanda.
“Signing to UMG is a big step not just for me, but for the culture,” he said. “It means our sound, our stories, and our energy are now on a global stage. It’s proof that African voices especially from Rwanda belong in the world conversation.”
Speaking on the latest signee, UMG EA General Manager Chinasa Udeala shared: “I’m incredibly proud to welcome Rwandan hip-hop star Ish Kevin to UMG East Africa. His authenticity resonates deeply with the youth, making him a major voice in the country’s urban music scene. This is a major milestone for East African hip-hop and music from Rwanda in general. Partnering with UMG East Africa, Kevin Ish is ready to share his undeniable talent with the world.”
Kevin Ish’s transcendental rise in the music industry began in 2021 with breakout singles such as “Amakosi’ and ‘No Cap’, with the latter featured among ‘7 Hard Drill Tracks from around The World’ by major Urban music UK platform GRM Daily. Ish has solidified his basking reputation as a multilingual emcee , fluent in English, Swahili, French and his native – Kinyarwanda. Pronounced as one of the faces of the new generation of Rwandese artists, kevin Ish is convicted to push boundaries and springboard the Rwandan sound to a global stage.
“I’ve always believed in pushing boundaries. The inspiration to sign with UMG came from wanting to take what we’ve been building locally and share it with the world, while still staying true to where I come from” he mentions.
“Expect bigger collaborations, more powerful storytelling, and music that connects beyond borders. It’s about growth, but also about putting Rwanda and East Africa on the map in a new way.”
Following the success of his debut LP Blood, Sweat and Tears, Ish is ready to charge into the spotlight with exciting new projects already lined up following this incredible milestone.
Born Semana Kevin in 1997, Ish Kevin has emerged as a leading figure in East Africa’s contemporary hip hop and drill scenes. He is the founder of Trappish Music, a label and movement that champions a new generation of Rwandan artists blending trap, drill, and traditional sounds with multilingual lyricism in Kinyarwanda, English, French, and Swahili.
Initially associated with the Kinyatrap movement, Ish Kevin later established his own path with Trappish Music, emphasising themes of ambition, youth empowerment, and celebration over the gritty street narratives of his predecessors. His breakout single ‘Amakosi’ (2021) and the high-energy track ‘No Cap’ both garnered over a million views, with the latter earning recognition from GRM Daily as one of the “7 Hard Drill Tracks from Around the World.”
In 2023, Ish Kevin released his acclaimed album BST (Blood, Sweat & Tears), which fused modern drill with traditional Rwandan elements, including samples of Kwivuga vocals and the Inanga instrument. The following year, he dropped the introspective EP Semana, which explored personal growth and artistic ambition. His 2025 single “Africa Rise” further solidified his reputation as a pan-African voice, celebrating unity, resilience, and cultural pride.
Recognised by The Native magazine as one of Africa’s top 12 rappers in 2021, Ish Kevin continues to shape Rwanda’s hip-hop landscape through his music, collaborations, and mentorship of emerging artists.
His debut single with UMG EA ‘Gutsinda II’ was released in July.
