By Evan DeSimone
All Def Digital, the new media entertainment company launched last year by Def Jam Records co-founder Russell Simmons in partnership with AwesomenessTV, has announced a new kid-friendly addition to its digital slate, “Arts & Raps.”
The series matches up major music personalities with questions kids who ask them questions like “Who runs DMC?,” “Where is your PhatFarm?,” “How Much Money Do You Have?” and “What is a Vegan?,” eliciting fun and sometimes insightful responses. The series will leverage All Def’s partnership with AwesomenessTV by putting some of ATV’s young talent in the interviewer chair. Initial episodes will feature Zay Zay and JoJo Fredericks asking questions of hip-hop mogul and All Def founder Russell Simmons. Future episodes will feature stars such as Super Duper Kyle, Rome Fortune, Watsky, SPZRKT, and Warm Brew.
Originally launched as a boutique multi-channel network for emerging creators in hip-hop and urban comedy, All Def Digital has been rapidly expanding around that core mission. After scoring $5 million in series A funding last year in a round let by Greycroft Partners, All Def has expanded its efforts to surface emerging musicians through its ADD52 platform and signed a development deal with online content hub WorldStar Hip Hop. Last summer, All Def Digital inked a first-look deal with premium cable network HBO to develop content for the premium cable channel’s digital and linear outlets.