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Universal Music Group and All Def Media, the hip-hop focused digital media brand, announced on Monday an expanded relationship that will encompass developing new short/long-form video, live events and other content, as well as broaden the pair’s existing programming and marketing collaboration.

All Def and UMG will also work to create opportunities for the major label group’s artists across ADM’s slate of popular digital, branded and platform series, including Arts and Raps and the Crate. ADM also hosts a monthly hip-hop showcase in downtown L.A. called All Def LA. New programs being launched with this expanded pairing include Crossroads 24, chronicling a big day in an artists’ life, featuring YG, Pusha T and others; the expansion of All Def’s Live Leaks franchise with Rae Sremmurd and Smino; and Plan B, a premium program that gives artists a chance to dabble with a second career choice.

“Universal Music continues to push boundaries for our artists, the most creative storytellers in the industry, to produce premium video content that reach fans and new audiences around the world on any screen they choose,” said Celine Joshua, UMG’s general manager of commercial, content & artist strategy. “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”

Added Joshua, “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.”

“There’s a new generation of music consumers searching to find authentic, meaningful, hip-hop content and experiences,” said ADM’s president and chief digital officer Chris Blackwell. “At the same time the next class of iconic content creators are capturing artist storytelling like never before. We’re extremely grateful that Sir Lucian and UMG’s legendary labels want to innovate with us and are helping us build a platform to push the culture forward.”

Source: Billboard