Posted by | Ray Cornelius
If you are an aspiring music artist with YouTube videos, you may be get a call from Russell Simmons.
The hip-hop mogul is teaming up with Universal Music Group along with former Loud Records Chairman, Steve Rifkind and television producer, Brian Robbins for a new label entitled, All Def Music.
According to HipHopDx, Simmons and his experienced team will identify, sign and develop talent via YouTube.
“How [Russell] built Def Jam and how I built Loud was through the streets and through grass-roots marketing,” said Rifkind according to LATimes.com. “Cut to 20 years later, we’re applying this same formula, this same blueprint, using YouTube as our street team, using YouTube as our A&R source, using YouTube as our branding machine.”
Universal Chairman and Chief Executive, Lucian Grainge raves about the new partnership and calls Simmons a rare treasure. “I can’t say enough about how highly we think of Russell both professionally — his vision and entrepreneurial talents are legendary — and personally. He is a rare treasure,” read the email. “And with Brian’s track record on the content side and Steve’s on the business side, they make a formidable team.”
Simmons should know a lil something about creating a label considering he was the co-founder of Def Jam. The classic label managed such legendary hip-hop acts as Run-DMC, Public Enemy and LL Cool J. He sold his share of the company to Universal Music Group in 1988 for $100 Million.
Kudos to Russell Simmons!
Photo Credit: BusinessInsider.com
