An Era of Music Evolution: The Birth of All Def Music
In recent years, we’ve witnessed a seismic shift in the music industry, and much of this transformation has been driven by the Internet and social media. A cornerstone of this new era has been the partnership between the Universal Music Group (UMG), Russell Simmons, Brian Robbins, and Steve Rifkind, which resulted in the birth of All Def Music, the first major label-affiliated music company designed explicitly to sign, develop, and promote artists on YouTube. This groundbreaking move leverages the All Def Digital platform, a new and upcoming multi-channel network on YouTube, to produce cutting-edge programming featuring a diverse array of talent. Steve Rifkind, a long-established name in the music industry, was named the President and CEO of All Def Music and ADD Management.
Universal Music Group & All Def Music: A Potent Partnership
Lucian Grainge, Chairman and CEO of UMG, expressed excitement about the growth of Internet-based video, which has created a powerful new outlet for music and music-based content. With the launch of All Def Music, UMG aims to partner with experienced entrepreneurs to identify future stars and develop impactful content on the rapidly growing media platform, YouTube.
Visionaries Speak
Russell Simmons, Brian Robbins, and Steve Rifkind shared their enthusiasm about this venture, expressing their eagerness to explore the creative potential of YouTube’s ecosystem, nurture the next generation of superstar talent, and build All Def Music into a global music label for the new age.
The First Signings and Future Endeavours
The first signings to ADD Management included John A. Baker, Jr., professionally known as “Spoken Reasons,” a poet, comedian, and musician with over 1.3 million YouTube subscribers. Additionally, ADD announced the development of an unscripted music-themed show with rapper Asher Roth titled “Lemonade.”
This article is a celebration of the transformative power of technology in the music industry. It’s been a thrilling journey, and we can’t wait to see what the future holds.
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