Russell Simmons knows musical talent when he sees it. He's also a very astute businessman who knows how to capitalize on golden opportunities. For those very reasons he's getting back into the music game after taking a decade off.
The man who founded Def Jam, along with Rick Rubin has teamed up with Universal Music Group to form All Def Music, according to C-Net. The company will tap into YouTube's vast array of talent hoping to find the next big stars. It's the first music company of it's kind.
"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," said Lucian Grainge, Chairman and CEO of UMG, in a press release. "As one of the most successful entrepreneurs in media, Russell has built a global organization based on developing cutting-edge entertainment for generations of fans. We're excited to partner with Russell as he extends his incredible track record to platforms such as YouTube, and I'm thrilled that we can welcome Russell back to the UMG family where he has been instrumental to this company's evolution with Def Jam. In addition, Brian Robbins' proven track record of exceptional content creation specifically designed to harness the power of YouTube has made him one of the most successful producers in media today. And with Steve's wealth of experience as a music entrepreneur, I couldn't think of a better executive to launch this label."
Justin Bieber, Esmee Denters, Karmin, Cody Simpson, Avery, Ysabella Brave and many more have landed record deals after uploading videos of themselves singing on the popular website.
Russell Simmons and Rick Rubin
Simmons, who played a huge role in the early careers of LL Cool J, the Beastie Boys, Whodini, T La Rock, Kurtis Blow and his brother, Rev. Run's group Run DMC has already started mining YouTube talent.
Spoken Reasons
His label has inked a deal with comedian/actor/rapper Spoken Reasons. Established rapper Asher Roth has also signed with the company. Roth will star in an "unscripted music-themed show" titled "Lemonade."
"When I looked at this, I saw a big, giant white space," said Simmons. "There's a lot happening online that's not being managed properly. These artists are in separate worlds, and not everything bubbles up to the top. That's my job."
The 55-year old Simmons is also going to launch a multichannel network on YouTube called All Def Digital with his business partner Brian Robbins.
Steve Rifkind
Loud Records founder Steve Rifkind has joined the team as president and CEO of All Def Music and ADD Artist Management
Under Rifkin's watch, Loud released material from Wu-Tang Clan, Big Punisher, Mobb Deep, The Beatnuts, M.O.P., Tha Alkaholiks, Pete Rock, Lil' Flip, Three 6 Mafia, Project Pat, Xzibit, Twista and many more.
"Over the course of my entire career, I've never been more excited than I am today about the potential for innovation in music. Tapping into YouTube's fertile creative platform, we intend to identify, develop and nurture music's next generation of superstar talent. Alongside Russell, Brian and the incredible team at UMG, I look forward to building All Def Music into a global music label for the new age," said Rifkind
With Universal's backing, Rifkind's uncanny ability to find big acts and his own skill set, Russell looks to be in a great position to make a huge impact on the music scene once again.
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