All Def Digital

Def Jam co-founder, music mogul and social activist Russell Simmons, alongside film director/producer Brian Robbins (founder and president of Varsity Pictures, director of "Hardball," "Varsity Blues") and well-known music executive Steve Rifkind partnered with Universal Music Group to launch All Def Music, a "record" label whose sole focus is the promotion and development of artists via the medium of YouTube. Under the ADM umbrella, the partnership also planned to launch ADD Management. Rifkind has been named CEO of ADM and ADD Management. The launch was announced on July 13, 2013. A month later, Simmons announced the launch of a new YouTube channel, All Def Digital, a collaboration between Rush Digital Media, Simmons' media company, and Dreamworks Animation subsidiary Awesomeness TV, one of the most teen-trafficked video platforms. Partnered with Google/YouTube and GlobalGrind.com, All Def Digital serves as a new source for urban music, comedy, and spoken word.