MARKETING MATTERS: The Production of Jermaine Dupri’s New Tag Records/ Body Spray Commericals

Posted by Juan

Where Hip Hop meets Madison Avenue

Back in April, we told you joint partnership between Island Def Jam Music Group and Proctor and Gamble’s TAG branded body spray in the formation of the Tag Records. At the time, Island Def Jam Czar, Jermaine Dupri was cheesing off on YouTube about the collaborative effort and what it meant for the game.

With the ever increasing clash between hip hop and corporate America we’re seeing a lot of such Marketing partnerships. Everyone from Jay-Z and Live Nation to Ciara and Wihelmina to even Soulja Boy and Yums are getting corporate cake. But don’t think for one second that there’s not at least a little bit of work being done behind the scenes.

Here’s a sneak peak at JD as he produces his first Tag Records commercial courtesy of Crate Kings. As you can see he’s full of himself but does drop some insight into just what goes into not just another hot track but a score for commercial upon which your sponsor has corporate approval. Along the way he even finds time to name drop and plug Dr. Dre’s new headphones and Apple’s iChat.