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YouTube diversifies with Shaq, Russell Simmons

Published Oct 9, 2012 at 8:00 am (Updated Oct 9, 2012)

(From The Los Angeles Times) Russell Simmons has made a career -- and a fortune -- programming to audiences that the mainstream media has ignored.

The hip-hop impresario co-founded the Def Jam label, launched the Phat Farm clothing line, started a film and television production company and branched out into stage productions with “Russell Simmons Def Poetry Jam on Broadway.”

Now Simmons is moving to Los Angeles to spearhead ADD Video, a YouTube channel designed for what he describes as a “post-racial America.” It will offer lifestyle programming, and showcase the current and rising stars from entertainment, music, fashion, sports and film, with a focus on the kind of diversity that the mainstream media is missing.

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