Press Releases

Russell Simmons’ Rush Digital Media Creates YouTube Original Content Channel, ADD Video

Destination to Engage Viewers through Diverse Multi-Cultural Entertainment Programming

NEW YORK--(BUSINESS WIRE)-- Russell Simmons & Rush Digital Media announced plans to launch a groundbreaking YouTube channel designed to provide viewers with daily entertainment, lifestyle and news programming that chronicles the dynamic new culture of the diverse millennial. The new YouTube channel ADD Video will provide a hilarious, exciting and insightful take on pop culture and politics through the prism of a demographically and culturally changing America. Acting as the eyes, ears and feet in the streets, the YouTube channel will provide subscribers with compelling and exclusive original content, as well as serve as a platform for a new generation of video bloggers and personalities.

“ADD Video is a new and innovative YouTube channel focused on the cool side of pop culture,” said Russell Simmons. “A destination of this caliber on YouTube will not only go beyond providing an interesting mix of engaging content, but also will truly be inclusive and speak to today’s new multi-racial America. Similar to what I accomplished at Def Jam Recordings, Def Comedy Jam, and Def Poetry Jam, I intend to promote a new generation of talent and content across multiple formats around the world.”

ADD Video will be a platform for online users to celebrate and explore some of the coolest lifestyle projects with unparalleled access to current and rising stars across entertainment, music, fashion, sports, and film – all with a decidedly different take on the news.

The YouTube channel will be promoted through substantial marketing resources, including integration with current and future successful YouTube talent and their channels, the 5 million passionate visitors of, and the millions of Simmons and GlobalGrind followers on Facebook and Twitter.

A complete list of programming and the official launch date of the YouTube channel will be announced later this year.

About Rush Digital Media

Rush Digital Media is a new generation media company launched by Russell Simmons to specifically target the YouTube platform and beyond. It will work with partners, Google/YouTube and other partners to bring a new generation of entertainment to the 1 billion screens around the world seeking exciting new content that speaks to a new and rapidly evolving culture.

Randi Friedman
Heter Myers
(212) 373-6100

Source: Rush Digital Media