Russell Simmons has built his entrepreneurial empire by being an economic opportunist, always seeking ways to elevate his brand through marketing toward young people. Simmons’ entrepreneurial spirit has yet to erode and his next endeavor is looking to change movie awards season. His hip-hop and youth culture website, All Def Digital, will live-stream the first ever All Def Movie Awards.
“In 2016 there continues to be a stunning lack of diversity in the studios, in the green light process, in the decisions of what films and television series get made, and what stars get chosen. This needs to be addressed institutionally,” Simmons said in his statement, “The All Def Movie Awards are not the Black Oscars but they could be. This will be a fun, entertaining and hopefully thought provoking celebration of the uncelebrated.”
The All Def Movie Awards will feature a black carpet for celebrity’s arrivals, live special musical performances, and constant streaming of all social media activity on every All Def Digital channel throughout the show. Categories being awarded on the show include traditional ones such as Best Actor, Best Actress, Best Director and more oft-kilter ones like Best Helpful White Person and Best Black Survivor in a Movie. Fans will also be able to vote on the winner of Most Quoted Movie.
Simmons announced fan voting will also determine what movie wins Best Picture. The Best Picture nominees are Beasts of No Nation, Chi-Raq, Concussion, Creed, Dope and Straight Outta Compton. Fans have until midnight on February 23 to rush the All Def Digital website and cast their votes.
The All Def Movie Awards show will be hosted by Tony Rock from the TCL Chinese Theatre on February 24, four days before the Oscars ceremony on the 28th is hosted by big brother, Chris Rock.
The All Def Movie Awards looks like a fun alternative and great avenue to allow the paying public who support these films to be part of the process of awarding them.