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Music mogul Russell Simmons is set to launch his own YouTube.com channel.
The hip-hop pioneer and founder of record label Def Jam is teaming up with veteran film producer Brian Robbins to create All Def Digital (ADD), which will offer fans a variety of entertainment options, including comedy and scripted programming.
Announcing his new venture at the Consumer Electronics Show in Las Vegas on Tuesday, he said, "Def has its connotation. It speaks to the hip-hop audience - which is the mainstream, it is the forgotten mainstream... It's a core audience that can have a lot of influence."
Simmons' channel is set to debut in the spring.
The 55-year-old has already dominated the fashion world with clothing lines like Phat Farm, the Internet with the launch of culture website GlobalGrind.com and TV with a handful of reality shows.