According to AdWeek, Russell Simmons launched a new creative agency called ADHD, an in-house creative unit of All Def Digital (ADD). ADHD hopes to help brands connect with young audiences in new, innovative ways.

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He believes his agency will help brands and Hollywood understand the diverse Hip Hop audience. Simmons told AdWeek:

The idea was, if you don’t have ADD, you’re not paying attention … No one really understands this audience. It’s multiracial, but singularly cultural. It started out 95 percent black, and now it’s 45 percent non-black, and that’s going to keep growing … The audience we speak to is overlooked and underserved. A lot of the content Hollywood creates doesn’t serve this audience. We want to help brands frame their messaging in an honest way.

ADD CEO Sanjay Sharma aded:


Last year, the three biggest media properties in America were Straight Outta Compton in movies, Empire on TV, and Hamilton on Broadway. We know that hip-hop is permeating American and global pop culture, through music, fashion and art, and language … We’re connecting brands through authentic, immersive content experiences and helping them reach this audience in a way that a lot of traditional media outlets don’t do.


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