Millennial Hip-Hop Network All Def Digital Crosses One Million Subscribers

Russell Simmons’ digital comedy outlet sees uptick after long-form deal with HBO

All Def Digital, a YouTube network offering hip-hop content created by Russell Simmons, has just crossed the one-million subscriber mark.

The multichannel network, watched mostly by advertiser-friendly millennials, also recently entered a long-form content deal with HBO.

“We tripled our subscriber base in less than a year and are driving industry leading retention rates and engagement,” CEO Sanjay Sharma said in a statement. “Our audience and programming expertise — from highly shareable cross-platform social video, to live comedy and music experiences, to a compelling slate of premium television product — is simply unmatched among traditional media brands and digitally native destinations.”

A slate of projects for the HBO deal was recently unveiled at TCA, including “All Def Comedy Live,” a stand-up series based on ADD’s weekly live comedy event in Hollywood, Ca.

“The explosive growth of ADD indicates that the network has clearly struck a chord with urban audiences across YouTube,” said YouTube’s Chief Business OfficerRobert Kyncl. “This marks a major milestone for any media company on the platform.”

Programming on the web includes “Two Minute Drill,” a weekly sports show, and “The Firing squADD,” a political commentary series. The company also counts a music vertical in “Arts and Raps,” a hip hop interview show where kids make arts and crafts with rap stars.

“I’m so excited by what our team at All Def has accomplished in reaching our first million subscribers,” Simmons said. “I am inspired coming to work every day with some of the most talented professionals from across digital and social video, standup comedy, spoken word, music, television and film. We’re just getting started.”