Russell Simmons brings hip-hop culture to the 'Wireless Generation'

CLEVELAND (AG announcement) - The American Greetings and the renowned hip hop mogul and visionary Russell Simmons, have joined together to provide a new arsenal of cutting edge wireless offerings and avenues of personal expression through content-based products, services and applications to millions living the hip hop lifestyle.

Simmons founded seminal rap label Def Jam, launching the careers of legendary artists including LL Cool J, Beastie Boys and Public Enemy. He revolutionized urban fashion by creating the Phat Farm clothing line, launched popular television projects including Def Jam Comedy, and Def Jam Poetry and created the influential Hip Hop Summit.
Simmons has continue enjoyed success producing branded mobile phones through deals with Motorola.

Simmons will now bring his magic touch in the urban wireless arena with its upcoming Univision Movil content which is targeted to the Hispanic market.
"It's only natural to extend hip hop into new avenues of self-expression," states Kevin Liles, President and CEO, Def Jam. "Def Jam Mobile will allow us to be able to provide new ways for our audience to access and use wireless content to further their own individuality."

Russell Simmons notes that "the buying power of the hip hop generation has evolved into a multibillion dollar economic force. 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. The new partnership seeks to provide an unparalleled opportunity for those living this hugely popular and influential culture to extend their self-expression into the mobile marketplace.