Music mogul Russell Simmons is set to pick the stars of the future from YouTube.com after teaming up with the website on his new record label project.
The Def Jam Records co-founder has set up a new label called All Def Music in partnership with the video-sharing site and Universal Records to help find rising stars who upload their songs to the Internet.
The tactic has previously proved a success as stars including Justin Bieber have been discovered via YouTube, and Simmons hopes his new project will find more big names.
He says, "This is the most exciting new terrain for me. I look forward to working with the extraordinary talent from the vastly creative YouTube ecosystem in the same way I've worked with musicians, poets, comedians and designers all my life."
The new label will also help rising artists to promote themselves via YouTube.