Russell Simmons

Universal Music Group is working with hip-hop mogul Russell Simmons on a new label that will focus on signing, developing and promoting musicians on YouTube. The label is called All Def Music, and it’ll tie in to Simmons’ All Def Digital, an MCN which already has funding from YouTube itself. Music executive Steve Rifkind and children’s YouTube network founder Brian Robbins are also involved in the new venture. “The exponential growth of Internet-based video has created a powerful new outlet for music and music-based content,” said UMG boss Lucian Grainge in a statement, with the label group clearly thinking hard about YouTube’s role going forward. “The launch of All Def Music is a part of our broader strategy to partner with some of the most experienced entrepreneurs in media and technology to identify future stars and develop powerful content on the world’s fastest growing media platform.”

Source: Guardian

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