WPP Ventures, the strategic investment arm of marketing firm WPP, has taken part in a $10m series B round for US-based online video content producer All Def Digital (ADD).
Third Wave Digital Partners led the round, which included Andreessen Horowitz, Nu Horizons, Greycroft Partners, E.ventures and Advancit Capital.
Co-founded by Russell Simmons, the co-founder of record company Def Jam, ADD create and distributes video, music and poetry content through a network of channels including media properties, live events promotion and a YouTube channel.
Simmons said: “For the next phase of growth, we chose investors who understand what we are building at All Def across all media – from digital series to live events, from Facebook to premium series and feature films.
“We chose partners who understand the value of our consumer brand, our talent relationships and fans, and the white space we are filling.”
ADD will use the funding to support the expansion of its audience growth and distribution efforts, as well as original programming including branded marketing content organised through its ADHD agency division.
The series B round comes after a $5m round in August 2014 backed by Greycroft Partners, Advancit Capital, Nu Horizons and E.ventures.