Hip hop moguls Steve Rifkind, Russell Simmons and film and television producer Brian Robbins have teamed up to launch a new label, All Def Music, via a deal with Universal Music Group. The trio will be developing talent for the label via online platforms like YouTube.
“How [Russell] built Def Jam and how I built Loud was through the streets and through grass-roots marketing,” said Rifkind in an interview with the LA Times. “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.”
All Def Music, which will launch later this year, will join YouTube-backed channel All Def Digital, started by Simmons and Robbins earlier this year.