Island Def Jam Music Group and Procter & Gamble announced today the creation of TAG Records, a new hip hop label to be helmed by Jermaine Dupri, President.
For those that have missed out, TAG is the body spray for sweaty young men with fantasies of getting some.
Sounds like a great combination since so many hip hop fans are sweaty young men.
The distinguishing point for TAG Records, other than the close corporate tie to P&G's TAG body sprays, is the pledge to support signees with a "multi-million dollar marketing effort that is unprecedented for any new artist, including television, print, radio, digital and event marketing."
And that is the strength of such a tie cause the multi-million part is really about promoting TAG body spray since nobody in their right mind would otherwise spend "ten times the typical marketing support" on a new artist.
On the one hand, this is a great opportunity for an up-and-comer to receive an outsized marketing effort on their debut.
On the other, this is an opportunity to be branded by TAG at a key moment in one's career, a branding that may well stick with one long after the fact.
What the right hand giveth...
Also from the press release:
"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."
Official Sites:
TAG Records
ACME Brand Content Co.
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