Russell Simmons, Steve Rifkind Introduce the 'Next Big Thing'

All Def Digital execs collaborate with Samsung on a new and innovative music platform, ADD52.

With the vast changes that have occurred in the music industry over the past decade, forward-thinking music moguls Russell Simmons and Steve Rifkind have launched ADD52 in collaboration with Samsung.

ADD52 is a digital platform that allows artists and music fans to share and swap tunes on the Internet. Those that have a huge impact and show potential, like the girl group Love Dollhouse, may have the chance to be signed to All Def Music. But is more than just a music hub, the goal is for it to become a network.

"I think the platform that we're building with All Def Digital and all the behind-the-scenes footage, and all the footage that we’re going to make, and the kinds of videos that we're going to make on a micro budget and all of the subs that we’re going to have with a multi-channel network," Russell Simmons explained, "all of those things are part of a process and artist development."

Simmons’s partner, Steve Rifkind, refers to the Internet as "the new street team" and takes the suggestions of all people seriously when it comes to digital business, saying, "I've always listened to elders, young, we listen to everybody. We learn from the youth."

And if you're wondering if the ADD52 team is concerned about being compared to similar platforms, the answer would be "no," because they are open to comparisons and learning.

"Lots of times you do things, then everybody does them. It kind of reaffirms your space and it also helps you to develop because they show you things… make mistakes that you might not make." Simmons continued, "They're a team going in a certain direction as opposed to going it alone. So, it's nice when you have a little courage to do something independent, thought-wise, and other people join in. It always makes it easier — they're not competition, they're more like partners in creating a new road. That’s how I view it."
Check the video below to see Russell Simmons and Steve Rifkind talk more about ADD52 and how it's changing the face of music. is your #1 source for Black celebrity news, photos, exclusive videos and all the latest in the world of hip hop and R&B music.

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(Photo: Johnny Nunez/WireImage)

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