Russell Simmons says ADD it up!

Music Industry’s Attention turns to ADD – All Def Digital

“I look forward to working with the extraordinary talent from the vastly creative YouTube ecosystem in the same way I’ve worked with musicians, poets, comedians and designers all my life. This is the most exciting new terrain for me, to move talent across all media platforms and I couldn’t have better partners in Brian and Steve, and the most innovative of music executives, Lucian Grainge.” 
-Russell Simmons

Universal Music Group (UMG) announced today that it has partnered with Russell Simmons, Brian Robbins and Steve Rifkind to launch All Def Music, the first major label-affiliated music company created specifically to sign, develop and promote artists on YouTube.