Def Jam co-founder Russell Simmons’ latest venture is taking him directly to YouTube. He announced at CES in Las Vegas that he will launch the “All Def Digital” YouTube network with AwesomenessTV CEO Brian Robbins, whose channel targets a tween/teen audience with shows like “Runaways.”
The channel will focus on a variety of interests, including poetry, music and comedy. It will make its debut in the spring.
He told the Huffington Post: “In terms of just taking artists and broadening them across different media, I think that there’s no one really there managing them properly. I just think that there’s a hole in the market.”
Simmons will be joining other hip-hop stars like Jay-Z, Pharrell Williams and Snoop Lion, who are already making a mark on YouTube. Jay-Z has his own Life + Times YouTube channel, Pharrell has his own arts and culture show called “ARTST TLK” and Snoop Lion makes regular appearances in Maker Studios productions.