Hip hop and youth culture-focused multi-platform producer All Def Digital (ADD) and Fusion, the millennial-minded company from Disney/ABC Television and Univision, announced today that they have entered into multi-year strategic partnership to broadcast All Def Movie Awards (ADMA) and work with ADD to build it into a new awards season franchise.
The first ADMAs will be held on Feb. 24, at the TCL Chinese Theaters, which is next door to the Dolby Theatre, the venue hosting the Academy Awards. On Feb. 28 at 7 p.m., while the Oscars are being telecast live on ABC, Fusion’s cable network will premiere a one-hour broadcast of the All Def Movie Awards and re-air it throughout the night. Fusion and ADD will also feature content from the event across their respective digital and social platforms, including Fusion’s Snapchat Discover channel.
“The All Def Movie Awards are meant to fill a generational and cultural void — just as the MTV Movie Awards did,” said Sanjay Sharma, president and CEO of ADD. “Fusion is the perfect partner to celebrate the uncelebrated, and use comedy to encourage honest dialogue and action.”
Sharma will be participating in a keynote conversation with VideoInk’s Todd Longwell titled “It’s a Brave New World” at the Hollywood Creative Forum at the Hyatt Regency Century Plaza on Feb. 24
Hosted by “All Def Comedy Live” emcee Tony Rock, the ADMA’s feature traditional categories such as Best Picture, Best Actor, Best Actress and Best Director, as well as Best Bad Muh F**ka, Best Helpful White Person and Best Black Survivor in a Movie. The six films up for Best Picture are “Beasts of No Nation,” “Chi-Raq,” “Concussion,” “Creed,” “Dope” and “Straight Outta Compton.” The public can vote in two categories in the (Best Picture and Most Quoted Movie) online at http://bit.ly/AllDefMA before midnight on Feb. 23.
Actor Will Smith will be honored with the ADMA’s first Lifetime Achievement Award, and writer, producer, director and social activist Norman Lear (“All in the Family,” “Sanford & Son”) will receive the Vanguard Award for his contributions to entertainment that helped foster an essential dialogue about race and race relations.
Celebrity guests will include Tyrese Gibson, Nick Cannon, Terry Crews, Marlon Wayans, Vivica A. Fox, King Bach, Sannaa Lathan, Regina Hall, Robert Townsend, Bill Duke, Gary Owen and Jerrod Carmichael.
Launched in 2013 by Russell Simmons in partnership with AwesomenessTV, All Def Digital targets urban millennials with short-form programming including the artist discovery series “The Signal,” the weekly sports show “Two Minute Drill,” the political commentary series “The Firing squADD,” and “Arts and Raps,” a hip hop interview show where kids do arts and crafts with hip hop artists.
Launched in Oct. 2013, Fusion produces a mix of news, pop culture content targeting a diverse cross-section millennial viewers across its platforms, which include various MPVDs, as well as its web site and OTT providers such as Apple TV, Roku, and Sling TV. Its series include “No, You Shut Up!,” hosted by Paul F. Tompkins, and “The Chris Gethard Show.” In June 2015, Fusion launched F-Comedy, a unit focused on producing socially-conscious short-form comedy content for a young, multicultural audience that can be developed into other formats including long-form series and news-talk shows.