Madonna and Jay-Z are to create their own video channels on YouTube.com as part of a new business venture to expand the website.

Bosses at the video-sharing site have shelled out over $100 million (£62.5 million) to dozens of producers to create fresh new content, and as part of the deal, both superstars have signed up to lend their support.

Other participants include actor Ashton Kutcher, Modern Family beauty Sofia Vergara, The Office star Rainn Wilson, Parks and Recreation actress Amy Poehler, former basketball star Shaquille O'Neal and skateboarding legend Tony Hawk.

Not much information has been disclosed about the various projects but veteran entertainer Madonna will serve as a partner on the dance channel DanceOn and music mogul Jay-Z will produce content related to his Life Times website.

A number of the channels are set to premiere by the end of the year (11), with the rest debuting in 2012.

Madonna ''can't live'' the name Material Girl down and she insists the moniker was supposed to be ''ironic'', but people just think she is ''superficial''.

Madonna "can't live down" the nickname Material Girl.

The 53-year-old singer insists the moniker - which came after she released a single of the same name in 1985 - should be "ironic", but she jokes it has left people thinking she is "superficial".

In an ironic video, she joked: "When I started off and people called me the Material Girl it was meant to be ironic. Not to be meant to be taken seriously.

"I'm not sure people understand irony in this day and age. I can't live that name down now.

"People think I am a superficial person. And I am not. I love horses. I love flowers. I don't love hydrangeas. I love nature. Trees. Animals. I don't love all animals."

During the clip, the 'Hung Up' hitmaker jokingly accuses her 15-year-old daughter Lourdes as being "looksist" and an "ageist" as they discuss a modelling competition they are holding.

The pair are searching for the next 'Lucky Stars' to be featured in their forthcoming Material Girl clothing line advertising campaign.

A celebrity-driven panel, which will be led by Kelly Osbourne, is set to judge the wannabes.

Since establishing Material Girl last year, Madonna and Lourdes have expanded the label - which has seen Kelly and former 'Gossip Girl' star Taylor Momsen front previous advertising campaigns - and is now set to include a range of nail polish, lipgloss, body sprays and lotions.

Madonna's brother has claimed his sister and family have turned their back on him after their father fired him from the family winery, forcing him to live on the streets.

Madonna's brother is living rough under a bridge after their father fired him.

Anthony Ciccone, 55, claims he has been forced to live on the streets and under a bridge in Traverse City, Michigan after their dad Tony Ciccone - who runs Ciccone Vineyard with Madonna's stepmother Joan - turned his back on him.

He said: "My family turned their back on me, basically, when I was having a hard time.Â

"You think I haven't answered this kind of question a bazillion times - why my sister is a multibazillionarie, and I'm homeless on the street?

"Never say never. This could happen to anybody."

Anthony - who is the second of eight children including the W.E. director, Martin, Paula, Christopher and Melanie, and half siblings Mario and Jennifer - also revealed his health has suffered from having to live on the streets for over a year.

He told The Michigan Messenger: "I don't have any income. I've got to go collect bottles and cans, do odd jobs.

"If you spend enough time on frozen concrete without proper insulation you will get frostbite. You have no idea how gruesome it is.

"You get nerve damage. That's the milder stage, in the severe stage you have tissue damage, that is when you lose parts of your body.

"A friend of mine lost all ten toes. Several have died of hypothermia."