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All Def Digital looks to get roasted

The hip-hop network and media co has partnered with lifestyle platform Merry Jane to create a new comedy franchise featuring Snoop Dogg.
April 20, 2016

Snoop Dogg is used to getting baked. Now, he’s about to get roasted.

Hip-hop and culture network All Def Digital (ADD) has partnered with online cannabis lifestyle platform Merry Jane to offer a new franchise, The All Def Roast. It’s first guest of honor is none other than Snoop Dogg, the world-famous rapper, actor and cannabis aficionado also known as Calvin Broadus, Snoop Doggy Dog or Snoop Lion.

All Def, which began in 2014 as a single channel on YouTube (where it boasts 1.4 million subscribers), was founded by hip-hop business mogul Russell Simmons and is headed up by former Machinima EVP Sanjay Sharma. The MCN and digital media co. now delivers daily content, including quick news bites, short-form scripted shows and other variety shows across its flagship channel. Original programming includes Arts & Raps, which pairs kids with famous rap stars as they complete craft projects and answer life’s most-important questions.

So far, the only iteration of the The All Def Roast is the one starring roastee Snoop Dogg. But Simmons and Sharma said in a statement that the company has plans to expand the concept to include a number of big-name guests — and across all platforms, including comedy, music, sports and politics.

Sharma said the network aspires to expand the series to platforms beyond YouTube, harnessing the

reach of networks such as Facebook in order to reach a wider audience.

“We can leverage new platform tools like Facebook Live, and we are already speaking with digital and broadcast partners about collaborating together as well,” said Sharma.

“The All Def comedy roast will re-imagine the (roast) format and be completely fresh, fun and irreverent,” said Simmons.

Over the past year, All Def has expanded into creating long-form content on top of its short-form offerings. Recently, the company signed a first-look deal with HBO for television, and has since commissioned several new projects for the cable net including stand-up series All Def Comedy Life.

The All Def Roast will be produced by the company’s head of programming, Chris Conti, and VP of programming, Jeru Tillman.

The premiere date for the roast is not yet been made public.

Snoop Dogg is no stranger to digital. He recently directed and starred in Coach Snoop, an eight-episode documentary series centered around the Snoop Youth Football League, a not-for-profit organization he founded in 2005 to help underprivileged youth take part in the short. The series rolled out on AOL On in early 2016.

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