News: Russell Simmons Launches A New Label

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Def-Jam co founder Russell Simmons has partnered with film director Brian Robbins, music executive Steve Rifkind and Universal Music Group to launch their newest label titled ‘All Def Music’. The main focus of the label is to promote and develop artists through Youtube. The chairman of UMG made a statement about the launch saying,

“The exponential growth of Internet-based video has created a powerful new outlet for music and music-based content, and 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.”

All Def Music will work in partnership with  Russell and Brian’s You-Tube Channel “All Def Digital” that was launched last year with You-Tube funding.  ADM’s first signee is You-tube star Spoken Reasons, who has 1.3 million you-tube subscribers as well as Asher Roth who will be the star of  an unscripted music-themed show titled “Lemonade” on the you-tube channel. They are calling this the “next generation label.”



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