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UMG And Russell Simmons To Launch All Def Music; YouTube-Focused Label

Universal Music Group has entered a partnership with Russell SimmonsBrian Robbins, and Steve Rifkind to launch All Def Music, the first label to exclusively sign, develop, and promote artists on YouTube.

All Def Music will power the All Def Digital (ADD) platform, a multi-channel network also founded by Simmons and Robbins with funding from YouTube, which will produce and showcase a spectrum of talent. Steven Rifkind has been appointed as President/CEO of All Def Music and ADD Management.

ADD is to launch during the third quarter of 2013.

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