After a recent rebrand, All Def Media (formerly known as All Def Digital) is expanding on its relationship with Universal Music Group (UMG) to now include the development of long- and short-form video content, live events, and social media content.
The companies have announced three new content collaborations under the partnership: “Crossroads 24,” a series that chronicles a day in an artist’s life featuring Def Jams’ YG, and Pusha T, among others; the expansion of the All Def’s “Live Leaks” franchise, which showcases leading artists including Interscope’s Rae Sremmurd and Smino in defining and innovative audio and visual settings in the tradition of career-making performances; and “Plan B,” a premium program that gives artists a chance to experiment with a second career choice.
UMG hopes to capitalize on the reach of All Def Media, which claims to garner over 300 million combined monthly views across its social media channels, including Facebook and YouTube. Some of the companies most popular digital series include “Dad Jokes”(which in one week reached 15M people on Facebook Watch), “Bad News,” and “Roast Me.”
“Universal Music continues to push boundaries for our artists, the most creative storytellers in the industry, to produce premium video content that reach fans and new audiences around the world on any screen they choose,” said Celine Joshua, UMG’s General Manager of Commercial, Content & Artist Strategy. “Video is essential to the future of our business, so whether vertical, short or long, I’m thrilled to work with our artists, labels and ADM to bring these exciting new projects to life for fans.”
“We’re extremely grateful that Sir Lucian and UMG’s legendary labels want to innovate with us and are helping us build a platform to push the culture forward,” added ADM’s President and Chief Digital Officer Chris Blackwell
The expanded partnership, along with the rebranding of the company, come after the recent divestment of Russell Simmons from All Def Media. Simmons, who launched the company in 2013, was a casualty of the #metoo Movement, after several accusers came forward about aggressive and unsavory behavior from him throughout his career.
“Russell’s full divestiture from All Def Media was completed and approved by the Board,” said Blackwell in a staff-wide memo picked up by Videoink. “When he stepped away he fully handed the reigns and increased ownership to a new generation of hip hop native creative executives under a revitalized sales team, Board and capital structure.”
According to sources close to the company, adding “Media” to its name foreshadowed a few sizeable multi-platform deals that are now starting to take shape.