From Publishers Weekly
Legendary entrepreneur Simmons's career bio reads like a history of the hip-hop movement, from his first stint as a DJ and promoter in the mid-1970s, through his cofounding of Def Jam Records and groundbreaking 1980s work with Run-DMC, the Beastie Boys and Public Enemy, to his wildly successful cable showcase Def Comedy Jam and his fashion label Phat Farm. But surprisingly, the tone of his memoir, written with accomplished author George (The Death of Rhythm and Blues), is rather flat. Simmons shares tales of his youth in Queens, early New York street-hustling days with DJs like Kurtis Blow, and partying in the Caribbean with Naomi Campbell and Robert De Niro, describing his life as full "of decisions and danger with deep moral and emotional consequences." Long on details and short on self-analysis, the stories blur into one long rise to the top. The book has an "as-told-to" quality, as if George transcribed interviews and added accurate sociological analysis in stilted prose ("It is that contrast between street knowledge and traditional values that frightens mainstream people about hip-hop"). Judging from Simmons's taciturnity about past drug use and sexism, he may have wanted simply to recount his success as a black businessman "all of my business success ties in directly to my internal growth." Still, Simmons's book is required reading for hip-hop fans. 16 pages of b&w photos not seen by PW. (Oct. 9)Forecast: The major media blitz includes tie-in with Phat Farm's 10th anniversary promotions and the $1-million launch of Simmons's new telecommunications company, Rush Communications, as well as promotional support from the BET cable company and Simmons's 360HipHop.com site.Copyright 2001 Cahners Business Information, Inc.


From School Library Journal
Adult/High School-With the help of prolific author George, Simmons discusses his experiences as a manager and producer of hip-hop music, comedy, and fashions. His real name is Hollis Crew, the big brother of former old-school rapper Run of Run-D.M.C. Their father wrote rap lyrics for Run-D.M.C. early in their career. Although this memoir is unlikely to hold teens' interest from cover to cover, it can be a useful source for researching the history and influence of hip-hop culture. It provides information about other rap stars as well. Readers can also gain valuable insights into the business aspects of the entertainment industry from Simmons's explanations of how he developed film projects, Def Comedy Jam, Phat Farm fashions, and the Internet company 360 Hip-Hop. The author gives examples of how major record companies such as Sony exploit small independent companies such as Def Jam. He also details how specific individuals-including rap artists-have betrayed him in business deals. At the end of the memoir, Simmons summarizes his formula for success in five succinct lessons. A telling look at the unglamorous side of the industry.Joyce Fay Fletcher, Rippon Middle School, Prince William County, VACopyright 2002 Cahners Business Information, Inc.


From Library Journal
Drug use and supermodel encounters fill much of hip hop impresario Simmons's mediocre autobiography basically a retelling of the American Dream. A native of Hollis, Queens, and a one-time gang member, Simmons overcame racial, economic, social, and critical barriers to achieve quantum success: a history-changing rap record label, Def Jam (cofounded with Rick Rubin); a clothing label, Phat Farm; an artist management company, Rush Productions; and a model wife. What keeps the story line from sagging is a pulsing hip hop soundtrack. Readers will get some behind-the-scenes glimpses into the formative and recent years of hip hop, now the most dominant form of youth culture. Simmons relates, for example, hanging out with rapper Notorious B.I.G. hours before he was murdered. Unfortunately, the book, written with the help of George (Hip Hop America), shifts from pop-culture diary to business tome, presenting, in less appealing prose, theories on how to achieve monetary success. Recommended for metropolitan libraries and anywhere with a sizable hip hop fan base. Robert Morast, "Argus Leader Daily," Sioux Falls, SD Copyright 2001 Reed Business Information, Inc.


Review
“Simmons managed what most of us only dream about: igniting a revolution rather than witnessing one.” —Gotham

“An unbelievably fascinating and provocative account that I found hard to put down. Life and Def is Russell’s
Art of the Deal.” —Donald Trump

“Urban legend Russell Simmons nearly single-handedly made rap music and culture mainstream. An African-American Horatio Alger tale.” —New York Post

“An inspiring glimpse at the rap impresario’s road to redemption.” —Essence

“In Life and Def, hip-hop’s mega-mogul gives the raw, uncut story behind his rise to the top.” —Honey

“Simmons’s love for hip-hop in general, and rap in particular, can’t be mistaken. This book is insightful. . . . Anybody who cares about rap should read this.” —Black Issues Book Review

“Groundbreaking . . . a serious blueprint of how to create a multimillion-dollar empire.” —New York Amsterdam News


Review
?Simmons managed what most of us only dream about: igniting a revolution rather than witnessing one.? ?Gotham

?An unbelievably fascinating and provocative account that I found hard to put down. Life and Def is Russell?s
Art of the Deal.? ?Donald Trump

?Urban legend Russell Simmons nearly single-handedly made rap music and culture mainstream. An African-American Horatio Alger tale.? ?New York Post

?An inspiring glimpse at the rap impresario?s road to redemption.? ?Essence

?In Life and Def, hip-hop?s mega-mogul gives the raw, uncut story behind his rise to the top.? ?Honey

?Simmons?s love for hip-hop in general, and rap in particular, can?t be mistaken. This book is insightful. . . . Anybody who cares about rap should read this.? ?Black Issues Book Review

?Groundbreaking . . . a serious blueprint of how to create a multimillion-dollar empire.? ?New York Amsterdam News

FROM OUR EDITORS

Russell Simmons, founder of the original hip-hop record label, Def Jam, presides over a media empire that includes the Phat Farm clothing label and an advertising agency. In this straight-talking autobiography, Simmons candidly describes his childhood in Queens, where he and his brother Run (of the legendary hip-hop group Run-D.M.C.) were initiated into New York's vibrant street culture. Simmons, who has worked with everyone from the Beastie Boys to DMX, spices his memoir with behind-the-scenes tales of hip-hop legends, as well as offering advice for wannabe entrepreneurs.

FROM THE PUBLISHER

Russell Simmons, the original and eternal hip-hop mogul, is one of the most innovative and influential figures in modern American business and culture. When no one outside of inner-city New York had even heard of hip-hop, Simmons saw the seeds of a global force that would change the way people talk, dress, listen to music, and choose the heroes they hang on their walls. Today, he oversees a sprawling, multimillion-dollar empire of culture-defining businesses in everything from music to fashion, advertising to film, and media to visual art. At the same time he’s broadened his interests and influence and pushed hip-hop to new plateaus of power and relevance. Life and Def is a one-of-a-kind tale that interweaves the remarkable journey of Russell Simmons with the story of the culture he’s transformed and been transformed by.

In his own brash, compelling voice, Simmons chronicles his numerous business successes and occasional failures. He tells the story of the founding of the legendary Def Jam Records, whose roster stretches from original rap icons like L.L. Cool J, Public Enemy, and the Beastie Boys to today’s top stars, including Jay-Z and DMX. He traces the launching of Def Comedy Jam, the long-running hit television series that introduced a new generation of black comedic stars to America, from Martin Lawrence and Bill Bellamy to Bernie Mac and Chris Rock. He spins hilarious tales of his adventures in Hollywood, where he’s produced hit movies like Eddie Murphy’s The Nutty Professor and worked with quirky geniuses like Abel Ferrara. He also tells the story of Phat Farm, the wildly successful pioneering urban clothing label whose originslay in Russell’s longtime fascination with fashion (and fashion models).

Simmons’s story is also one of personal transformation, from the driven man who in the heady days of early success indulged himself with drugs, sex, and world-class decadence to the husband and father he is today, a man who has found meaning in activism, philanthropy, and spiritual practice while never losing his passion for the social, political, artistic, and commercial potential of hip-hop.

Through it all he relates telling anecdotes about the characters he’s dealt with: models and gangsters, street poets and gurus, and major players like Donald Trump, Sean Combs, Jon Peters, and Tupac Shakur. Full of advice, opinions, and behind-the-scenes scoop, Life and Def is the story of the quintessential hip-hop life.

SYNOPSIS

Russell Simmons, the original and eternal hip-hop mogul, is one of the most innovative and influential figures in modern American business and culture.

FROM THE CRITICS

Publishers Weekly

Legendary entrepreneur Simmons's career bio reads like a history of the hip-hop movement, from his first stint as a DJ and promoter in the mid-1970s, through his cofounding of Def Jam Records and groundbreaking 1980s work with Run-DMC, the Beastie Boys and Public Enemy, to his wildly successful cable showcase Def Comedy Jam and his fashion label Phat Farm. But surprisingly, the tone of his memoir, written with accomplished author George (The Death of Rhythm and Blues), is rather flat. Simmons shares tales of his youth in Queens, early New York street-hustling days with DJs like Kurtis Blow, and partying in the Caribbean with Naomi Campbell and Robert De Niro, describing his life as full "of decisions and danger with deep moral and emotional consequences." Long on details and short on self-analysis, the stories blur into one long rise to the top. The book has an "as-told-to" quality, as if George transcribed interviews and added accurate sociological analysis in stilted prose ("It is that contrast between street knowledge and traditional values that frightens mainstream people about hip-hop"). Judging from Simmons's taciturnity about past drug use and sexism, he may have wanted simply to recount his success as a black businessman "all of my business success ties in directly to my internal growth." Still, Simmons's book is required reading for hip-hop fans. 16 pages of b&w photos not seen by PW. (Oct. 9) Forecast: The major media blitz includes tie-in with Phat Farm's 10th anniversary promotions and the $1-million launch of Simmons's new telecommunications company, Rush Communications, as well as promotional support from the BET cable company and Simmons's 360HipHop.com site. Copyright 2001Cahners Business Information.

Library Journal

Drug use and supermodel encounters fill much of hip hop impresario Simmons's mediocre autobiography basically a retelling of the American Dream. A native of Hollis, Queens, and a one-time gang member, Simmons overcame racial, economic, social, and critical barriers to achieve quantum success: a history-changing rap record label, Def Jam (cofounded with Rick Rubin); a clothing label, Phat Farm; an artist management company, Rush Productions; and a model wife. What keeps the story line from sagging is a pulsing hip hop soundtrack. Readers will get some behind-the-scenes glimpses into the formative and recent years of hip hop, now the most dominant form of youth culture. Simmons relates, for example, hanging out with rapper Notorious B.I.G. hours before he was murdered. Unfortunately, the book, written with the help of George (Hip Hop America), shifts from pop-culture diary to business tome, presenting, in less appealing prose, theories on how to achieve monetary success. Recommended for metropolitan libraries and anywhere with a sizable hip hop fan base. Robert Morast, "Argus Leader Daily," Sioux Falls, SD Copyright 2001 Cahners Business Information.

School Library Journal