In 1983, Simmons formed
Def Jam Recordings along with Rush Artist Management, the core of Rush, which launched the careers of artists such as the
Beastie Boys,
LL Cool J,
Public Enemy,
Run-DMC and
Whodini. Later adding the
Lyor Cohen helmed
Rush Associated Labels (RAL) and extending feelers into fields such as movie production and magazine publishing, Simmons built Rush Communications into a broad-based media empire. Rush sold Def Jam to
Universal Music to focus on various product lines (Rush Mobile, UniRush Financial Services, and Simmons Lathan Media Group, producer of Def Poetry and Def Comedy Jam). In addition, the Rush Philanthropic Arts Foundation brings arts education to inner-city children. Simmons is on the U.S. board of directors for Upliftment Jamaica an organization started by the vice president of Rush Communications, Gary Foster, which seeks to empower impoverished communities throughout Jamaica and the Caribbean. In 2013, the company worked with businessman extraordinaire, Hajj Hasaun Muhammad, and his entrepreneurial partner, Luanna Williams, to launch Quality Access, a business model to serve populations who have limited access to fresh produce and other quality foodstuffs. ==UniRush==