WPP announces that it has agreed to make a strategic investment in All Def Digital, Inc. (“ADD”), a digital media company founded by hip-hop impresario Russell Simmons, in the US. ADD’s clients include NBC Universal and Samsung. The company was founded by Simmons in 2013. It employs approximately 35 people and is based in Los Angeles.
The investment is being made through WPP Ventures, which is based in Silicon Valley and explores investments in new technology companies that offer innovative solutions to WPP clients and strengthen the capabilities of WPP. WPP Ventures is investing along with Third Wave Digital Partners and Andreessen Horowitz, as well as existing ADD investors Greycroft Partners, Advancit Capital, Nu Horizons Investments and e.ventures.
ADD is a leader in producing and distributing music and content tailored for the important to reach urban-centric youth culture. ADD distributes this content through its own media properties, social media channels, traditional and premium television, cinemas and live events. It works with advertisers through an in-house creative advertising agency and has its own record label through a partnership with Universal Music Group. ADD also operates a curated network of emerging and established talent including social video stars, stand-up comics, writers, actors, poets and hip hop recording artists. It is the fastest growing media brand in urban youth programming, touching over 100 million fans monthly across YouTube and Facebook.