Def Jam co-founder Russell Simmons continues to bring new ideas to forefront, with his latest enterprise arguably his most innovative yet.
Along with music entreprenuer Steve Rifkind and film producer/director Brian Robbins, the three will spearhead All Def Music, a label that shifts its full focus on signing and promoting artists through YouTube. The partnership comes under the umbrella of Universal Music Group, which is familiar territory for Simmons.
Rifkind has been appointed president and CEO of All Def Music, as well as All Def Digital (ADD) Management, with comedian/actor Spoken Reasons and Asher Roth already joining the new company. According to the press release, Roth is developing an unscripted music-themed show for ADD called, "Lemonade."
"I look forward to working with the extraordinary talent from the vastly creative YouTube ecosystem in the same way I've worked with musicians, poets, comedians and designers all my life," explained Simmons."This is the most exciting new terrain for me, to move talent across all media platforms."
All Def Music is set to launch in the third quarter of 2013.