UMG EXPANDS HIP-HOP VIDEO OPS

Universal Music Group is expanding its relationship with All Def Media, the hip-hop brand that creates programs for YouTube and Facebook such as Arts and Raps and The Crate. Included in the deal are three new series.

The three new productions are Crossroads 24, a series that chronicles a pivotal day in an artist’s life featuring Def Jam’s YG, Pusha T and others; an expansion of All Def’s Live Leaks franchise that will feature Interscope’s Rae Sremmurd and; and Plan B, which gives artists a chance to experiment with a second career choice.

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, creating opportunities for UMG’s roster of artists, recorded music and publishing catalog. ADM programs generate more than 300m monthly views.

“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,” Celine Joshua, UMG’s General Manager of Commercial, Content & Artist Strategy, said. “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.”

Blackwell, ADM’s President and Chief Digital Officer, noted, "There’s a new generation of music consumers searching to find authentic, meaningful, hip-hop content and experiences. At the same time the next class of iconic content creators are capturing artist storytelling like never before.”