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  • Russell Simmons' Rush Digital Media Partners With AwesomenessTV

    Fri, 11 Jan 2013 12:06:18

    Russell Simmons' Rush Digital Media Partners With AwesomenessTV - Partnership aims to use YouTube creatively to reach millennials

    Entrepreneur and founder of Rush Digital Media Russell Simmons and AwesomenessTV creator Brian Robbins announced the partnership between Rush Digital Media and AwesomenessTV on the production, operation and marketing of Simmons' YouTube Channel All Def Digital (ADD).

    ADD will formally launch in spring 2013 with the goal of producing and sharing cutting-edge programming from diverse talent to help broaden YouTube's audience, much in the way Def Comedy broadened HBO. This announcement follows YouTube's decision in October 2012 to fund Simmons' channel as part of their expanded investment in original content.

    So Simmons is using YouTube for good!

    "I've worked my entire professional life to promote new talent and the new art forms they create," says Simmons. "YouTube creates huge opportunity for creativity and commerce to meet. This exciting new platform will benefit from having a network that reflects the increasing diversity of America. It complements rather than disrupts traditional media in that it creates opportunities for program creation and promotion between cable and streaming; it's just the perfect place for me to be with a strong creative partner and friend like Brian Robbins."

    "Russell and I have been friends for a long time and first worked together on the 1995 documentary The Show, which spoke to a generation about the culture of hip hop," adds Robbins. "We share a vision of how to reach increasingly diversifying American audiences via the YouTube platform, and I'm excited to open a new chapter with him and collaborate in the production and marketing of ADD."

    Prior to launch this spring, Simmons will be curating his favorite videos, shows and creators YouTube.com/AllDefDigital, and will be gathering input from fans, via Global Grind and his social communities, to determine the type of programming they want to see on the channel.

    Will you be checking out ADD?

    —Maggie Pannacione

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