'Universal Music continues to push boundaries for our artists': UMG expands partnership with All Def Media

'Universal Music continues to push boundaries for our artists': UMG expands partnership with All Def Media

Universal Music Group and All Def Media have announced an expanded relationship that includes developing long and short-form video content, live events and social media content. 

All Def Media (ADM) is a media company focused on hip-hop culture that reaches more than 300 million fans monthly across YouTube and Facebook.

ADM will broaden its programming and marketing relationship with UMG to build on its digital, branded and platform series as well as accelerate its long-form TV and film offerings. The partnership will create opportunities for UMG’s roster of artists in both recorded music and publishing.

ADM produces and distributes original programming through its own media properties, social channels, traditional and premium television, live events and brand partnerships. Its music series include Arts And Raps and The Crate, while the All Def LA monthly residency has become a leading showcase for hip-hop talent.

The companies have also announced their first three premium collaborations: Crossroads 24, a series that chronicles a day in an artist’s life featuring Def Jams' YG and Pusha T; the expansion of the All Def’s Live Leaks franchise, which showcases leading artists including Interscope’s Rae Sremmurd and Smino; and Plan B, a premium programme that gives artists a chance to experiment with a second career choice.

Celine Joshua, UMG’s GM of commercial, content & artist strategy, said: “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 chose. With Chris Blackwell and his team at ADM, we’re building on our already successful track record to expand into scripted and non-scripted programs that will soon be available across multiple global platforms. 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.”

Jeffrey Harleston, UMG’s general counsel and EVP of business & legal affairs, said: “In a short amount of time, All Def has demonstrated a proven ability to work with our artists and labels to produce premium content that is capable of reaching new audiences around the world. Our enhanced relationship with ADM will further expand access to one of the most dynamic areas of fan engagement for our artists and labels.”

"There’s a new generation of music consumers searching to find authentic, meaningful, hip-hop content and experiences,” added ADM’s president and chief digital officer Chris Blackwell. “At the same time the next class of iconic content creators are capturing artist storytelling like never before. 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." 

Brooke Goldstein, chief revenue officer of ADM, said: “Brands are seeking authentic voices and programming that resonate and achieve maximum impact and reach. As we continue to work with world class talent and creative communities our alliance with the industry leader in music will further enhance and broaden our ability to bring unique franchises and events to brands and premium platforms while embracing a wide array of today’s most relevant, unique and innovative artists, creators, comedians and storytellers.”


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