Russell Simmons, the co-founder of Def Jam and a music mogul, has announced the launch of a new musical endeavor, alongside film director/producer Brian Robbins and music executive Steve Rifkind. This endeavor is a partnership with Universal Music Group, for a new record label, "All Def Music."

Billboard reports that All Def Music will be a unique label in that it will focus its efforts on the promotion and development of artists via YouTube. Under the All Def Music umbrella and partnership with UMG, they will also launch ADD (All Def Digital) management. Rifkind has been named the CEO of ADM and ADD Management.

On the new business model for ADM, the UMG chairman Lucian Grainge explained in a statement today, "The exponential growth of Internet-based video has created a powerful new outlet for music and music-based content, and the launch of All Def Music is a part of our broader strategy to partner with some of the most experienced entrepreneurs in media and technology to identify future stars and develop powerful content on the world’s fastest growing media platform."

ADD Management has announced its first signings, with Spoken Reasons, a YouTube user whose channel has 1.37 million subscribers, as well as Asher Roth. Roth will have his own unscripted show on Simmons' already-launched ADD YouTube channel, titled "Lemonade."