Def Jam founder Russell Simmons, Brian Robbins and Steve Rifkind have partnered with Universal Music Group to launch a “next-generation” label that will focus specifically on signing, developing and promoting artists on YouTube.

The label, All Def Music, is the first major label-affiliated company specifically designed to A&R through YouTube. It will leverage a new channel and forthcoming multi-channel network on Youtube (All Def Digital) founded by Simmons and Robbins with funding from YouTube itself to produce programming featuring a ...