Producer Jermaine Dupri has gone into business with TAG, the deodorant company.
The joint venture, to be known as TAG Records, is just another way labels have been forced to think outside the square to create full service brands around music."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."
By partnering with a company like TAG, the label can use the advertising model to launch new music as tradition terrestrial media dries up its interest in new music.
"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."
New music from TAG Records acts will be the soundtrack for TAG's product range.
"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 artists for TAG Records will be announced in May.
