Russell Simmons & Steve Rifkind Team Up To Launch All Def Music

Here’s the facts.  3 BIG names attached.

steverifkindBrian-Robbins-photo-18243-Russell Simmons_09-11-2010

Steve Rifkind (Founder of Loud Records  and SRC

Russell Simmons (Founder of Def Jam)

Brian Robbins (veteran film and TV producer)

“How [Russell] built Def Jam and how I built Loud was through the streets and through grass-roots marketing,” said Rifkind according to LATimes.com. “Cut to 20 years later, we’re applying this same formula, this same blueprint, using YouTube as our street team, using YouTube as our A&R source, using YouTube as our branding machine.”

First artists on the new label are Asher Roth(who will be developing his own TV show?!) and Youtube rapper/actor/comedian Spoken Reasons (star of hit comedy The Heat).

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