Russell Simmons starts personalized mobile content venture

AG Interactive and Urban Trend setter Russell Simmons form joint venture to Bring Hip Hop Culture to a Wireless Generation. Def Jam Mobile will provide personalized mobile content ranging from messaging and ring tones to graphics, games, greetings and news

AG Interactive a subsidiary of American Greetings Corporation and Def Jam Mobile will offer a new voice for the hip hop generation by developing a suite of wireless applications and products for the mobile marketplace. Under the agreement, the partners will jointly develop, distribute and market mobile content offerings in the music, film and video game area as well as other forms of self-expression including personalization, messaging products and entertainment. The content will be produced and marketed to create meaningful connections with the hip hop audience, providing an innovative way to express personal choices and lifestyle.

"The buying power of the hip hop generation has evolved into a multi-billion dollar economic force," notes Russell Simmons, Chief Executive Officer, Rush Communications. "We're confident Def Jam Mobile will bring the most desirable, targeted mobile content to the core, hip hop demographic."

Hip hop has come to dominate both urban communities and traditional suburbia with CD sales topping $1 billion in 2003, largely due to the 45 million hip hop consumers between the ages of 13 and 34. This group is 80 percent white, according to Simmons Lathan Media Group, and has an annual spending power of $1 trillion.