Russell Simmons, Steve Rifkind and Brian Robbins are coming together to push forward their latest innovative idea.

Earlier today, Universal Music Group announced their partnership with Simmons, Rifkind and Robbins to launch All Def Music, which is a label that will center around signing, developing and promoting artists on YouTube. UMG also revealed that ADD appointed Rifkind as president of CEO of All Def Music and ADD Management.

The first artists to sign to ADD Management are poet, comedian and musician John A. Baker Jr. who is professionally known as “Spoken Reasons.” Asher Roth is also set to jump onboard for an unscripted music-themed show titled Lemonade.

“I look forward to working with the extraordinary talent from the vastly creative YouTube ecosystem in the same way I've worked with musicians, poets, comedians and designers all my life,” Simmons said. “This is the most exciting new terrain for me, to move talent across all media platforms and I couldn't have better partners in Brian and Steve, and the most innovative of music executives, Lucian Grainge."

[via WSav]