His name is Russell Simmons, and he is the master visionary who has long shaped and been the cutting edge of Hip-hop. America’s most compelling youth-based cultural explosion of the latter 20th century. From where does Russell’s vision stem? Simply put, his early realization of two points: first, to conceptualize the fact that Hip-hop’s appeal could cut across geographic, race and class boundaries; and second, that Hip-hop would evolve from a musical form into a total lifestyle expression—a culture into itself.

A native New Yorker who came of age in the late 70's, just as Hip-hop was being born in the city’s African-american neighborhoods. He immediately understood that Hip-hop represented a creative explosion on par with earlier African-american flowerings such jazz, swing, gospel, blues, rhythm & blues, rock n’roll, soul and funk. An early believer in the universality of Hip-hop, Russell was one of a handful of folks who introduced rap to New York’s downtown tastemakers.

He was still a student at CCNY(City College of New York) when he saw his first rap show in 1977. In short but intense order, he began promoting his own shows, managing artists and producing records. By the early 80's, the roster of his Rush Artist Management included such hit-making rappers as Whodini, Kurtis Blow and Run-DMC. Within just a few short years, Rush was managing the careers of artists such as LL Cool J, Public Enemy and the Beastie Boys.

In 1984, Russell co-founded Def Jam Recordings, which quickly developed into rap’s premier label, a position that has since solidified into predominance to the tune of $250 million in revenue in 1999. “We don’t make records, we build artists, “he used to say. His perspective today is identical, although the jargon has changed. “It’s all about building a brand,” he says. “Once you get ‘em up, it’s hard to tear ‘em down.”

Russell Simmons is the Chairman as well a as Director of the Company. He is Chairman of Def Jam Music Group, a Universal Company. Further, Mr. Simmons is Founder, Chairman and Chief Executive Officer of Rush Communications Inc., which he established in 1991. Rush is a diversified multimedia holding company with interests in television, film, print-media, advertising and urban apparel. Through Rush, Mr. Simmons manages RSTV (Russell Simmons’ OneWorld Music Beat, Def Comedy Jam), Def Pictures (The Nutty Professor, Gridlocked, and Def Jam’s How to be a Player), Rush Media (a full-service advertising agency focused on the American youth-culture market), Oneworld Magazine, SLBG and Phat Fashions(Phat Farm). From 1985 until 1999, Mr. Simmons was Chairman and Co-Founder of Def Jam Recordings, which sold a majority interest to Polygram in 1994 and its remaining ownership to Universal in July 1999. In 1995, Mr. Simmons established Rush Philanthropic Arts Foundation, a non-profit organization to focus primarily on the needs of inner-city youth.

Russell’s life is an example of living a healthy lifestyle. Today he lives as a vegetarian and daily practices yoga. His great health awareness and lifestyle as a living mogul of Hip-hop culture and rap music is an outgrowth of the enormous power and positive influence hip-hop can be if you use it in your personal life.