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Jermaine Dupri and Island Def Jam Music Group Launch New Hip-Hop Label in Partnership with TAG Body Sprays
posted on Apr 11, 2008
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Island Def Jam Music Group (IDJ) and Procter
& Gamble's TAG brand have announced the formation of a new hip-hop record
label, TAG Records. The new label will be led by hip-hop mogul Jermaine
Dupri, who will act as president of the New York-based venture. As
president, Dupri will set the creative vision for the label and play an
integral part in identifying and developing its musical talent.
This is a milestone for the music industry as TAG Record's artists
will be supported with a multi-million dollar marketing effort that is
unprecedented for any new artist, including television, print, radio,
digital and event marketing.
"Today, we make history in the music industry with TAG Records,"
said Jermaine Dupri, president of TAG Records. "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."
The launch of TAG Records is part of the TAG brand's initiative to
cultivate relationships with the urban community through the
development of programs that provide opportunities for aspiring hip-hop
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 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 first artist will be officially announced in May. The
artist will be given a unique opportunity to merge their music with
personal brand marketing.
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.
The TAG and Island Def Jam Music Group partnership was forged and
managed by New York - based ACME Brand Content Company, TAG's branded
entertainment agency of record.
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