Russell Simmons sets up dedicated YouTube record label

The Def Jam man has co-founded new label All Def Music

Russell Simmons sets up dedicated YouTube record label

Photo: PA

Def Jam co-founder and record label exec Russell Simmons has helped to set up a new record label dedicated to finding artists on YouTube.

All Def Music has been founded by Simmons, Steve Rifkind of Loud Records and television and film producer Brian Robbins. The label will be "the first major label-affiliated music company created specifically to sign, develop and promote artists on YouTube" said the collective in a statement – via PC Mag. Rifkind has been appointed CEO of the company, commenting: "Tapping into YouTube's fertile creative platform, we intend to identify, develop and nurture music's next generation of superstar talent."

The label will be part of the Universal Music Group and will launch this autumn. Universal's CEO Lucian Grainge said of the new venture: "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 is a off-shoot of All Def Digital, Simmons and Robbins' own YouTube channel.

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