A rising Canadian rapper has been added to Universal Music Canada’s growing list of homegrown acts.
Today (March 24), the major record label announced the signing of underground Toronto rapper, Casper TNG. The announcement follows the Billboard Canadian Hot 100 success of his gold-certified single “The Market.”
It's a key moment for the artist, born Sharrieff Muhammad, as he capitalizes on a surge in his music that started organically. His intersection of rap and R&B was influenced by his upbringing growing up between the Alexandra Park and Regent Park neighbourhoods.
Casper TNG (a moniker for Casper the Friendly Neighbourhood Ghost) pairs atmospheric production with lyrics grounded in realism. Songs like 2015’s breakthrough track “Dope Boy” and the catchy “Know Me” have both amassed over tens of millions of streams, and he did it all as an independent artist.
Casper TNG has spent over a decade building a loyal following in the underground with his melodic, emotionally direct flow. His success was accelerated by the release of “The Market,” a cut from 2025’s One Helluvalife, with fellow Canadian rapper 100BandPlan. The melodic track is raw and earnest, as they rap vulnerably about their struggles and beating the odds.
The campaign supporting the track — facilitated between UMC’s president & CEO Julie Adam, in-house A&R team and marketing teams — began in late 2025 with digital billboards at Sankofa Square and national Toronto Raptors broadcast integration. In addition, Casper TNG’s “The Market” and recent UMC signee Kuzi Cee’s Billboard Canada Airplay chart hit “Rather Be” were spotlighted in TSN’s March Madness coverage — extending the artists’ reach into Canadian cultural spaces.
“The Market” hit Billboard Canada charts earlier this month, peaking at No. 61 on the Canadian Hot 100 and currently sitting at No. 67 after four weeks.
Now, Casper TNG is getting to lean into the momentum as he inks his first-ever major label deal.
“I’m happy and really appreciative for the opportunity to showcase my music. It’s been a rollercoaster of a journey, and I know there’s still a long way up,” says Casper TNG. “I’m excited to see where this goes next, and I’m grateful for the team at Universal Music Canada for believing in my vision. I know great things will come from this partnership.”
Casper TNG (center) with (L-R): Imani Busby, A&R Scout, UMC; Julie Adam, President & CEO, Universal Music Canada; Kwaku Agyemang, A&R Manager, UMC; Amanda Kingsland, Vice President, A&R, UMC.Jesse Milns
“After spending any time with Casper, it’s clear how seriously he approaches his craft and the artistic vision he’s building,” says Adam. “I have tremendous respect for the path he’s on, and the team at UMC is excited to partner with him as he brings many more anthems into the world.”
Over the past couple of months, UMC has signed a range of new talent, most recently with acclaimed indie-folk singer Braden Lam.
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