Uncle Russ has been in the kitchen cooking up something new.

Russell Simmons,  music executive Steve Rifkind, who helped launch the careers of Wu-Tang Clang and Three 6 Mafia, along with producer and filmmaker Brian Robbins, who’s work includes “Smallville” and “Norbit” have partnered with Universal Music Group for the launch of All Def Music,  a music label  centered around You Tube.

According to Billboard, the label is designed to promote, discover and nurture rising talent through the Google-owned site.  All Def Music also includes All Def Management, which has already inked a deal with rapper Asher Roth.

It looks like Russell Simmons is changing with the times and helping to preserve music in this ever changing musical landscape.  He successfully co-founded Def Jam, so I’m sure All Def Music will be just as great.

For more details on All Def Music, peep the vid.