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Thursday, April 10, 2008 | 10:22am
BUSINESS MATTERS: Island Def Jam/ Tag Body Spray announce Joint Partnership: Tag Records
New Hip Hop Label may mark the comeback of music. Collaborative partnership has huge ecconomic implications for the music industry
What’s up Nation. You know I get really excited about interesting marketing initiatives. Well man-o-man is this a good one. Island Def Jam Music Group and Procter & Gamble’s TAG branded body spray have announced the formation of a hip-hop label for new artists called Tag Records.
The new label will be led by hip-hop mogul and Island Def Jam president, Jermaine Dupri. As president, Dupri will set the creative vision for the label and play an integral part in identifying and developing its musical talent.
This is Huuuuuuuuuuuge for music. For years they’ve been in a major swoon due to electronic music downloading and I’ve been saying partnerships and sponsorship would be the wave of the future for a minute but I never thought that a brand would sponsor an ENTIRE LABEL. Not only will these new artists not have to worry about a budget to release their album, but in addition to the traditional marketing an artist usually receives supporting their release the TAG Brand will automatically showcase its artist in their highly popular ad campaigns. This is totally ingenious. I’m sure they’re will be loads of copycats but TAG and P&G get a major salute from the kid on this one.
According to the press release the venture will be supported by a multi-million dollar marketing effort that is unprecedented for any new artist, including television, print, radio, digital and event marketing. WOW! TAG Record’s first artist will be officially announced in May.
The launch of TAG Records is part of P&G’s TAG brand initiative to penetrate the urban community (in other words the black community and hip hop culture) through the development of programs that provide opportunities for aspiring hip-hop talent.
“Today, we make history in the music industry with TAG Records,” says 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.”
“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,” says 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.”
“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.”
BIG! J.D. pats himself on the back. Video via Nah Right
FILED IN Business & Marketing, Music
I see this as being the future of music. Though I think what Starbucks did may trump this
I think Starbucks was on to something but this is more targetted. Coffee drinkers are a certain demo. Starbucks is so unique in its massive size and popularity that it works. No one can really retrofit the blueprint. With Tag Records the label and the brand are targeting listeners not consumers. We’ll see. I’m very intrigued however.
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thats wzup the kid might get a tag deal
Have yall peeped the way Tag promotes their product? Its almost like the deodorant for stinky youth as an alternative to showers. “No time for a shower? Spray Tag on your skin and peel the dirt right off your body.”
I agree this is a revolutionary idea and one that music needs right now, but the real test will be where TAG Records is a year from now. Press and people like to talk anything new…but a lot of ventures just slowly fade away w/o anyone noticing.
After having some time to process it I still agree this is revolutionary however, the bi-product of this is even further watered down music. You KNOW these corporations like P&G won’t allow artists essentially representing their label to be to controversial.
so tag finds it’s way into the urban community and IDJ finds a heavy weight investor to pay for the artist budget. pretty good trade but in no way is it genius! it doesn’t matter if you have a $2 or $6 million dollar budget, you still have to make a hit record for either party to benifit. once Tag releases a record, if it’s wack, it will completely tarnish the Tag brand and if it’s hot, Tag will sell a little more and then people will still download for free and then the music biz is back to square one. and i think this will really take cred away from urban artist by instantly making them commercial. i dont think this is the answer.
Well if its a matter of making hits, you probably can’t get much better than Dupri. I agree though, in the end people still wont buy music. But maybe they don’t really wont to sell music. Maybe the point is to still sell deodorant, feel me?
Exactly. I think Mike is touching upon my point. I think the industry is resigned to the fact that A)They really can’t sell music and compete with illegal downloading and iTunes song by song purchases and B) Hip Hop music is commercial as is.
Clearly this won’t be a label for your though provoked emcee. This is about making money and since big brother is watching you can bet the music is going to be commercial. From a money perspective…I like it.
PEACE & BLESSING TO ALL. MY COMMENT IS HOW DO I GO ABOUT SUMMITING A PRESS PACKAGE TO TAG RECORDS. I HAVE AN ARTIST THAT I WOULD LIKE TO BE HEARD.
THANKS TO ALL IN ADVANCE..
Excuse me, but I thought labels handled promotion and marketing!
Why does Island/Def Jam need Proctor and Gamble’s money to help promote artists? 

In the past, artists got a corporate sponsor on their own and kept the money they made from that deal. Are the labels trying to change the game?
Now, you get a sponsor with your record deal… I wonder who gets to keep the money now? This is just another way for the majors to say they are helping artists while doing the exact opposite, as always. 


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