Russell Simmons Announces New YouTube Channel, ‘ADD Video’

Russell Simmons is expanding his digital arm. Accorindg to reports, Russell & Rush Digital Media have 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 comedic and insightful take on pop culture and politics through the prism of a demographically and culturally changing America. Russell Simmons explained:

“ ADD Video is a new and innovative YouTube channel focused on the cool side of pop culture. 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.”

The YouTube channel will be promoted through tradition marketing outlets, along with Russell's GlobalGrind.com, twitter, FB, etc. A complete list of programming and the official launch date of the YouTube channel will be announced later this year. What do you think of plans about Uncle Rush's new YouTube channel? [AP]