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 RightLoading...