Revived All Def Digital Charts Broader Content, Partnerships Under New Ownership

A year after All Def Digital, one of the web’s biggest Black-owned digital sites, collapsed in the aftermath of #MeToo allegations against founder Russell Simmons, the reborn company is charting a new course led by two former tech executives and backed by an ownership group that includes music and sports notables such as T.I., Killer Mike, Jason Geter, and Baron Davis.

The new ADD is moving beyond the original platform’s tight digital focus on hip hop, comedy and slam poetry. Under new CEO Cedric J. Rogers and partner Shaun Newsum, the new ADD is exploring more genres and distribution approaches. It’s also expanding relationships and programming ventures with traditional media companies, working with WarnerMedia-owned FullScreen, and Comcast
CMCSA
-backed production company Jupiter Entertainment, to beef up its programming, creator networks, brand relationships, and several new initiatives.

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