Russell Simmons Announces the All Def Digital Multi-Channel Network
Russell Simmons announced the launch of the All Def Digital multi-channel network today. The network, which launches on the back of Simmons and Steven Rifkind’s YouTube channel All Def Digital (ADD), will support verticals ranging from music to comedy.
Simmons spoke about the new network, saying: “We’re partnering with the most creative talent in the business and creating an open ecosystem to kick-start careers beyond YouTube, grow individual channels, leverage our relationships with partners like HBO and Universal Music Group and innovate on the existing value proposition we’ve seen offered to the YouTube creator community so far.”
The network will launch with 3 million subscribers and 1 billion total views. Four established YouTube channels will join the ADD MCN at launch, including sketch comedy channel DormtainmentTV. Per ADD, the flagship channels are:
Spoken Reasons – John A. Baker, Jr. better known under the moniker “Spoken Reasons,” is an American comedian, actor, and artist. Spoken Reasons, managed by ADD Management, began his career by creating a YouTube channel, which now boasts over 1.5 million subscribers and 228 million channel views.
SkeeTV – Recognized as one of the most influential figures in today’s entertainment business by both Forbes and Billboard magazine, DJ Skee is carving a new definition for what a DJ is. With a thriving career as an entertainer and multiple ventures under his umbrella, DJ Skee is at the forefront of popular culture. SkeeTV has close to 1,000 videos on its channel. Ranging from SKEE Live interview and performance excerpts, to exclusive music videos, to mini-documentaries, to giveaway call-to-actions. The channel has garnered over 225K subscribers and over 261 million channel views.
Hoopmixtape – Hoopmixtape is the premiere YouTube destination for prep and street basketball. Since its inception in 2006, Hoopmixtape has put together over 300 video highlights of the world’s biggest basketball stars before they were stars. It also covers professional exhibitions, showing off dunks, crossovers, and shooting clinics, as you’ve never seen them before. The channel reaches over 358K subscribers and 200 million channel views.
DormtainmentTV – Dormtainment is YouTube’s ultimate rags-to-riches story – a sketch comedy group of six guys from Atlanta with the ultimate goal of landing a TV show. Dormtainment specializes in spoofs and parodies of trends, celebrities, and relationship problems. The DormtainmentTV channel reaches over 600K subscribers and has over 71 million channel views.
Rifkind, CEO of All Def Music and ADD Management, explained that the MCN will work towards both distribution and creation of content. “We’re not only going to focus on building a robust MCN with critical mass and reach but we’re also going to challenge ourselves to create a better experience for each channel end user and the advertisers in our network,” he said.
The All Def Digital YouTube channel is the product of a collaboration between Simmons’ media company Rush Digital Media and AwesomenessTV. The channel is currently partnered with lifestyle website GlobalGrind.com, Google, and YouTube.Tags: ADD, All Def Digital, Awesomeness TV, Dreamworks Animation, MCN, multi-channel network, Russell Simmons