Russell Simmons, Steve Rifkind, and flim and TV producer Brian Robbins have joined forces with Universal Music Group to launch a new label called All Def Music.

The men have serious industry credentials: Simmons co-founded Def Jam Records, and Rifkind founded and chaired Loud Records, and is the founder, current chairman, and CEO of SRC Records.

"How [Russell] built Def Jam and how I built Loud was through the streets and through grass-roots marketing," explained Rifkind, according to "Cut to 20 years later, we're applying this same formula, this same blueprint, using YouTube as our street team, using YouTube as our A&R source, using YouTube as our branding machine."

"I wake up at 4:30 or 5 in the morning, ready to work," added Rifkind. "I haven't been this excited [in years]."

Lucian Grainge, Universal Chairman and Chief Executive, also weighed in, explaining that the goal of the new label is to bring together music industry vets with the latest in media and technology.

"It is truly a thrill to be able to welcome Russell back to our family. As one of the founders of Def Jam with Rick Rubin (whose American Recordings is a part of Republic Records), Russell and Rick created an iconic brand that forms part of the foundation of [Universal Music Group] and a label that has had a profound impact on popular culture," wrote Grainge in an email to Universal employees.

"I can't say enough about how highly we think of Russell both professionally -- his vision and entrepreneurial talents are legendary -- and personally. He is a rare treasure," read the email. "And with Brian's track record on the content side and Steve's on the business side, they make a formidable team."