Jermaine Dupri has recently been named president for a new hip-hop label formed by Island Def Jam (IDJ) and Procter & Gamble’s TAG called TAG Records.
Under the new deal, Dupri will set the creative vision for the label and play an integral part in identifying and developing its musical talent.
Each of the label’s artists is said to be supported with a multi-million dollar marketing effort, including television, print, radio, digital and event marketing.
“Today, we make history in the music industry with TAG Records,” said Dupri. “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.”
TAG brand’s hopes to cultivate relationships with the urban community through the development of programs that provide a chance 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.”
The first artist under TAG will be announced in May, whom will be marketed through various TAG brand advertising throughout 2008.