(AllHipHop News) The record industry has been attempting to find innovative methods to embrace the digital age for years. Def Jam co-founder Russell Simmons, filmmaker Brian Robbins, and music executive Steve Rifkin are trying a unique approach of connecting online media to the music business. According to Billboard the three entertainment veterans have joined forces for a new label venture centered around YouTube.
All Def Music is a partnership with Universal Music Group to discover, promote, and develop rising talent through the Google-owned video sharing site.
ADM will also include All Def Digital Management which has already signed internet comic sensation Spoken Reasons and Pennsylvania rapper Asher Roth. Roth will appear in the unscripted music program "Lemonade."
“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,” said UMG chairman Lucian Grainge.
"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,” added Simmons.
[ALSO READ: Russell Simmons Set To Team Up With HBO Again]
Watch video of Russell Simmons and Brian Robbins announcing All Def Digital below.