Russell Simmons teams up with Youtube and Universal Music Group to create a new label “ All Def Music”. The label will consist of discovering new talent through youtube. For the past years youtube has become the A&R of record labels, youtube serves as a platform where artist can brand themselves and use it as a marketing strategy. Artist can broaden their niche target market by reaching millions of people across the world through one platform, youtube. “Finding new artists in different ways and in different places has to be the common denominator of what we do,” said Lucian Grainge the chairman and chief executive officer of Universal Music Group.
“The goal of the new label is to bring together music industry vets with the latest in media and technology. It is truly a thrill to be able to welcome Russell back to our family. As one of the founders of Def Jam with Rick Rubin (whose American Recordings is a part of Republic Records), Russell and Rick created an iconic brand that forms part of the foundation of [Universal Music Group] and a label that has had a profound impact on popular culture. I can’t say enough about how highly we think of Russell both professionally his vision and entrepreneurial talents are legendary and personally. He is a rare treasure and with Brian’s track record on the content side and Steve’s on the business side, they make a formidable team.” – Universal Chairman and chief executive Lucian Grainge
Talent is being discovered daily through social media sites such as Facebook,Twitter, Soundcloud, Reverbnation,and Youtube. Russell Simmons made a strategic move by partnering up with Youtube and Univeral Music Group, a business move that he will definitely capitalize on.