Today (April 10) Island Def Jam Music Group (IDJ) and Procter & Gamble's TAG brand announced the formation of a new Hip Hop record label, TAG Records. The label will be led by Hip Hop mogul Jermaine Dupri as President. Dupri will take charge of the creative vision for the label and identifying and developing its musical talent.
"Today, we make history in the music industry with TAG Records," said Jermaine Dupri via press release, "This label is going to provide new artists with a chance of a lifetime. New artists will receive ten times the typical marketing support – a first in the industry. I'm hand selecting and molding these artists to make history in hip hop [sic]."
The launch of TAG Records is part of the brand's initiative to "cultivate relationships with the urban community through the development of programs that provide opportunities for aspiring hip- hop [sic] talent."
"We're very excited about our partnership with IDJ and the broad platform it provides for creating artistic opportunities within the urban community," said Alex Keith, general manager of P&G Deodorants. "We're confident the partnership will make a positive impact and bring opportunities to undiscovered urban creativity and vision."
"This partnership marks an industry first. This is a breakthrough model that will set the stage for innovative collaborations at Island Def Jam Music Group," said Jeff Straughn, vice president of strategic marketing for Island Def Jam Music Group. "This is a non-traditional approach that blends our most valuable assets: the artist and their music, with the power of brand marketing."
TAG Record's much anticipated first artist will be officially announced in May. The artist will be given a unique opportunity to merge their music with personal brand marketing. According to the press release, In addition to an album release, the TAG brand will showcase TAG Record's artist and Jermaine Dupri across various TAG brand advertising and marketing initiatives throughout 2008. For more information on TAG Records and the announcement of its first artist, visit www.tagrecords.com.