Universal Music Group (UMG) announced that it has partnered with Russell Simmons, Brian Robbins and Steve Rifkind to launch All Def Music, the first major label-affiliated music company created specifically to sign, develop and promote artists on YouTube. The label will leverage the All Def Digital (ADD) platform, a new channel and forthcoming multi-channel network on YouTube founded by Russell Simmons and Brian Robbins with funding from YouTube, which will produce cutting-edge programming featuring an array of culturally diverse talent. ADD will launch in the 3rd quarter of 2013. Renowned music entrepreneur Steve Rifkind is named CEO of ADD Management and All Def Music.
