NEW YORK Procter & Gamble’s TAG brand has partnered with Island Def Jam Music Group to form a new hip-hop record label, TAG Records as part of TAG brand’s initiative to cultivate relationships with the urban community.
Hip-hop mogul Jermaine Dupri will lead the new label, acting as president of the New York-based venture. Dupri will set the creative vision for the label and will play an integral part in identifying and developing musical talent.
The first artist will be officially announced in May. In addition to an album release, the TAG brand will showcase TAG Record’s artist and Dupri across various TAG brand advertising and marketing initiatives throughout 2008.
“We’re very excited about our partnership with IDJ and the broad platform it provides for creating artistic opportunities within the urban community,” stated 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.”