SMELL THE LOVE: DUPRI & IDJ FORM LABEL WITH TAG BODY SPRAYS

In an unconventional partnership, Island Def Jam is going into business with TAG Body Sprays, a division of Procter & Gamble, as the two companies jointly launch new hip-hop label TAG Records (www.tagrecords.com). The imprint will be led by Jermaine Dupri, who, as President of the New York-based venture, will set the creative vision, which will focus squarely on identifying and developing musical talent.

In a move said to be unprecedented for new and developing artists, TAG acts will be supported by a multimillion dollar marketing effort encompassing TV, print, radio, digital and event marketing.

“Today, we make history in the music industry with TAG Records,” said Dupri in a release announcing the joint venture. “This label is going to provide new artists with a chance of a lifetime. New artists will receive 10 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.

Said P&G Deodorants GM Alex Keith: “We’re very excited about our partnership with IDJ and the broad platform it provides for creating artistic opportunities within the urban community. We’re confident the partnership will make a positive impact and bring opportunities to undiscovered urban creativity and vision.”

Added IDJ’s VP Strategic Marketing Jeff Straughn: “This is a breakthrough model that will set the stage for innovative collaborations at Island Def Jam Music Group. This is a nontraditional approach that blends our most valuable assets: the artist and their music, with the power of brand marketing.”

TAG Records’ first signing will be officially announced in May. In conjunction with the release of the flagship album release, TAG brand advertising and marketing initiatives will feature Dupri ans well as the artist in question.

The deal was put together by N.Y.-based agency Acme Brand Content Co., TAG’s branded entertainment agency of record.