By Sahil Patel
All Def Digital, the media company (and MCN operator) founded by Russell Simmons and Steve Rifkind, is partnering with Samsung, Narrative (a marketing company also co-founded by Simmons), and Universal Music Group on ADD52, a new program to identify and promote emerging musicians online.
Here’s how it works: Musicians who don’t have label representation can upload their tracks to ADD52.com, then use the site to promote their work. The site will then surface what it considers to the best talent by measuring data such as views, watch times, engagement, social activity around the song, and “influencer interest.”
ADD52 will then select and debut one music single and video by an unsigned artist for 52 weeks (hence ADD52). Those selected will also be eligible for receiving production budgets to create their own music videos and remixes, with access to recording studios and mentorship from industry pros.
Where does Samsung come in, you ask? Well, featured artists will also show up on a new ADD52 station launching on Samsung’s Milk radio streaming service.
That’s not all, though, as All Def envisions ADD52 as a multi-platform “content ecosystem” for scouting and promoting unsigned artists. This ecosystem will include “audio, music videos, profiles, live performances, collaborations with established stars, and a slate of artist-focused video content that will live on ADD’s growing YouTube channel,” according to the company.