Justin Bieber was discovered by Usher after uploading a strong collection of music videos. With the rise of upcoming, emerging artists online DIY videos, it’s no wonder that there’s a new market opportunity…and Def Jam founder Russell Simmons is the first to tap into the market alongside Steve Rifkind and television and film producer Brian Robbins.
Ladies and gentlemen, I introduce to you All Def Music, a Youtube record label that is dedicated to discovering, nuturing and promoting new artists to become the stars of tomorrow (via Youtube). Confirmed by NME the label will be under Universal Music and will launch this autumn. So now music star wannabes, your videos of your materials and performances will be assessed by these three…only a handful will have the opportunity to be signed.
…also, I’ll be looking out too and writing it up for my ‘Music Monday’ feature