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Universal Music Group will utilize YouTube to find their new pop stars. YouTube is one of the world’s biggest platforms when it comes to finding new artists and music. There’s already been many success stories where YouTube sensations like Tori Kelly, Karmin, Justin Bieber (to name a few) have gotten record label deals.
UMG will launch their newest label, Awesomeness Music with the partnership of Russell Simmons, Brian Robbins, and Steve Rifkind. Named after Brian Robbins’ online network, Awesomeness TV. Also the label already has announced their two first signees: Niykee Heaton and Cimorelli and are planning to sign two more by the end of August. Niykee Heaton and Cimorelli will be releasing records sometime in August and September, respectively.
This will be the second MCN-label partnership with Universal. If you recall, UMG and Russell Simmons went on to create All Def Digital. (ADD)
*Via The Hollywood Reporter, click here to see original article