Always angling to take it to the next level,Russell Simmons has now joined forces with veteran television and film producer Brian Robbins to launch his new YouTube channel All Def Digital (ADD).
Uncle Rush made the announcement in Las Vegas at the Consumer Electronics Show (CES).
ADD, which will launch in the spring, will have a network of offerings including music, comedy and scripted programs for the hip-hop culture. Uncle Rush hopes to repeat the success he had with Def Comedy, which introduced a generation of African American comics to HBO’s television viewers.
Of ADD, he said:
“Def has its connotation. It speaks to the hip-hop audience — which is the mainstream, it is the forgotten mainstream…It’s a core audience that can have a lot of influence.”