16 MusicWeek 06.09.13 THE BIG INTERVIEW RUSSELL SIMMONS
Having pioneered the spread of mainstream hip hop since the early 80s, Def Jam co-founder Russell Simmons has shown himself to be a master of multimedia - but the launch of ‘YouTube label’ All Def Music last month, could prove to be the music entrepreneur’s boldest move yet
A Def touch: Simmons believes the All Def Music model will be replicated by other major labels and become “a big part of the industry”
LABELS n BY TOM PAKINKIS
SIMMONS SAYS A
hop music’s introduction to the mainstream, he was a guiding hand for what would become a cultural phenomenon. Whether producing or managing up-and-
coming genre stars such as Kurtis Blow, Run DMC, Will Smith and the Beastie Boys, or signing the likes of Jay Z, LL Cool J and Ludacris to his Def Jam label, Simmons was crucial to the early careers and continued development of some of the scene’s most iconic and influential names. Not content with carving out a brand new
movement in the music industry, Simmons went on to build conduits for hip hop culture across fashion and media, once again breaking new ground with every step. Leaving Def Jam in 1999, Simmons founded what would become a fashion empire in Phat Farm, paving the way for future urban streetwear names including Roc-A-Wear, Sean John, Ecko and others. Meanwhile, Simmons’ film and television
production company, Simmons Lathan Media Group – created alongside partner Stan Lathan – spawned successful series including HBO’s Def Comedy Jam in the 90s, Russell Simmons Presents Def Poetry in the early Noughties and, more recently, MTV reality hits such as Run’s House and Running Russell Simmons. In 2008, Simmons founded
GlobalGrind.com
– an online destination for entertainment, music, culture and politics, which today reaches 2.6 million unique monthly visitors. Simmons’ latest venture very much follows the
same path the media magnate has charted throughout his career. For anyone else, launching a ‘YouTube label’ would be considered a strange move, but All Def Music makes perfect sense in the context of Simmons’ diverse multimedia portfolio. Brought to market in partnership with
Universal Music Group, which now houses Def Jam Recordings, All Def Music is billed as the first label created to sign, develop and promote artists on YouTube. The label will make use of All Def Digital - a
new YouTube channel launched last month with funding from the video platform itself, and the beginning of what will become a Multi- Channel Network. Simmons won’t be steering these uncharted cyber
waters alone, he’s appointed fellow music industry entrepreneur, Loud and SRC Records founder, Steve Rifkind as CEO of All Def Music and ADD
www.musicweek.com
s co-founder of Def Jam Recordings in the 1980s, along with Rick Rubin, Russell Simmons was not only a catalyst for hip
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