Hip-hop Pioneer Russell Simmons has officially declared that he, Steve Rifkind and Brian Robbins are launching a new label entitled All Def Music. The venture is in conjunction with Universal Music Group and will focus on the promotion and development of artists via the most used video platform in the world, YouTube. All Def Digital Management will also be created with Rifkind serving as Chief Executive Officer. Rapper Asher Roth and Youtube Comedian Spoken Reasons are reportedly among the label’s first signings. As a bonus to his signing, Roth is expected to launch an “unscripted music themed show” called Lemonade. via Nah Right
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