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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.

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:

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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.