Russell Simmons, Brian Robbins & Steve Rifkind Launch All Def Music on YouTube

Music Industry's Attention turns to ADD - All Def Digital

"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. This is the most exciting new terrain for me, to move talent across all media platforms and I couldn't have better partners in Brian and Steve, and the most innovative of music executives, Lucian Grainge." 
-Russell Simmons

Universal Music Group (UMG) announced today that it has partnered with Russell Simmons, Brian Robbins and Steve Rifkind to launch All Def Music, the first major label-affiliated music company created specifically to sign, develop and promote artists on YouTube.


The label will leverage the All Def Digital platform, a new channel and forthcoming multi-channel network on YouTube founded by Russell Simmons and Brian Robbins with funding from YouTube, which will produce cutting-edge programming featuring an array of culturally diverse talent. As part of the announcement, ADD appointed renowned music industry entrepreneur, Steve Rifkind to president and CEO of All Def Music and ADD Management. ADD will launch in the 3rd quarter of 2013.

"We're excited to see what this innovative collaboration will yield," said Robert Kyncl, Head of Content and Business Operations at YouTube. "The launch of All Def Music will amplify YouTube's role as a launchpad for both established artists and the next generation of musical talent."

The first signings to ADD Management include John A. Baker, Jr., professionally known as "Spoken Reasons," a poet, comedian and musician, who has more than 1.3 million YouTube subscribers. In addition, as part of its YouTube original content slate, ADD announced the development of an unscripted music-themed show with rapper Asher Roth titled "Lemonade." Already Roth has garnered more than 20 million views on YouTube.

Read more at Global Grind