Cross-platform entertainment site All Def Digital named former Machinima executive Sanjay Sharma as the site’s first president and COO, co-founder Russell Simmons said today. Sharma also will join the site’s board, and will be responsible for day-to-day business and operational affairs while working with Simmons and other site founders on strategic direction. Simmons, the music and entertainment impresario, launched ADD last year with a string of YouTube online video shows and series featuring acts such as musicians Spoken Reasons and Odd Future, slam poetry, comedy, the reality show Love Dollhouse and more. The site has since continued to branch out on various distribution platforms and with new programming. It has partnered with DreamWorks Animation digital video unit AwesomenessTV, HBO, YouTube and Universal Music Group, where Simmons’ Def Jam Music is quartered. The company also recently announced ADD52, a deal with Samsung’s streaming music service Milk Music to release a single from a little-known music artist every week for a year.
Sharma spent five years at Machinima as one of its first employees and left a few weeks ago as EVP Strategy and Business Development after helping spearhead a $18 million round of funding led by Warner Bros in March. Sharma previously worked in Warner’s business & legal affairs operations, and for an ad-tech startup.
Other ADD founders include AwesomenessTV CEO Brian Robbins, Osman Eralp and Steve Rifkind. The company is headquartered in Los Angeles with offices in New York.