Russell Simmons to dip his hand into YouTube talent
Russell Simmons might be more comfortable managing clothing lines nowadays than dealing with the music industry, but the latter still runs in his blood. It seems Simmons is ready to get back in the game, as it was recently announced he, along with music executive Steve Rifkind and film and TV producer Brian Robbins, is looking to search the Internet for the next big thing.
The Los Angeles Times reports these three big wigs are planning to launch All Def Music, a company that will aim to find the best talent on YouTube. The label will be a sister brand to Universal Music Group, which used to be the iconic Def Jam label. Simmons and Rick Rubin started Def Jam in the early 1980s and sold the label to UMG in the late '90s.
Rifkind is well known within the music industry and understands what it takes to run a label as well. The music exec. founded Loud Records and is responsible for famous groups like Wu Tang Clan, BET reports. He told the L.A. Times he's thrilled about the latest endeavor.
"I wake up at 4:30 or 5 in the morning, ready to work," Rifkind told the publication. "I haven't been this excited [in years]."
Do you think All Def Music is a good idea? What type of artists do you think Simmons and his team will look for?