Russell Simmons & Steve Rifkind to Launch Youtube-based Label Through Universal Music


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Def Jam’s Russell Simmons and Loud Records’ Steve Rifkind are joining forces with UMG to launch All Def Music. With the internet playing A&R more and more, two of hip-hop’s greatest moguls look to use Youtube as a tool to promote and develop talent. Rifkind, who is responsible for signing Wu-Tang Clan and Mobb Deep among others, will serve as the labels president and CEO. The two will be working alongside Brian Robbins who founded the children’s YouTube network AwesomenessTV, which DreamWorks Animation recently purchased for a reported 33 million dollars. UMG chairman Lucian Grainge made the following statement about the venture:

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.

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