Russell Simmon's Media Bum-Rush

At 43, music and entertainment mogul Russell Simmons is still looking to expand into new markets. The founder and CEO of Rush Communications' interests include: Def Jam Recordings, Def Pictures, Phat Farm Fashions, One World magazine and the talent-management group SBLG Entertainment. Now Simmons seeks to reinvigorate his company's advertising and marketing arm -- Rush Media -- by joining forces with Deutsch Inc., a billion-dollar Manhattan ad agency with high-profile clients that include: IKEA, Mitsubishi, Pfizer Pharmaceuticals and fashion designer Tommy Hilfiger.

The new venture -- called dRush L.L.C. -- is co-owned by Simmons and Deutsch CEO Donny Deutsch. The goal is to market "youth culture advertising" to the masses. "Black culture is the most influential culture in America," says Simmons. "White kids pick up what black kids are wearing or listening to, and it spreads. It's a unique role to be in."

Simmons' proven track record in business is what attracted Deutsch. "Youth culture dominates every trend," Deutsch says. "If you look at all the awards shows, music, clothes -- they all reflect that. Russell Simmons is the epicenter of that urban youth culture movement."

According to the Recording Industry Association of America (RIAA), only 20% to 30% of "urban contemporary" music -- encompassing rap, hip-hop and R&B -- is bought by black fans. Not surprisingly, nearly 45% of the genre's sales are to 10- to 19-year-olds, says RIAA spokesperson Alexandra Walsh. Now, entertainment executives are also trying to capitalize on youth spending power.

If statistics are any indication, dRush is poised for big time returns. Both Simmons and Deutsch say they have been looking for ways to tap the expanding youth market. Deutsch talked to Simmons' rival, Sean "Puffy" Combs, CEO of Bad Boy Entertainment, about teaming up while Simmons was negotiating with Chicago-based Draft Worldwide on a different deal. Like Simmons', Combs' world is diverse, with talent management, record production, fashion and two restaurants -- Justin's in New York and Atlanta. But neither discussion led to a deal, leaving Simmons and Deutsch to consider a joint venture.

"Russell has always been about making our brands foremost and prominent," says Anne Simmons (unrelated), part owner and dRush president. "It's his marketing philosophy. We're creating business solutions and our clients see that."