What a Gamble

Proctor & Gamble makes sweet-scentend music
In a joint venture with Island Def Jam records, P&G will form a new hip hop
record label, TAG Records, after P&G’s TAG brand of men’s personal care.
April 10. 2008 11:44AMBy: Samantha Marshall

Island Def Jam Music Group (IDJ) and Procter & Gamble are hoping their new
joint venture will lather up some sorely needed profits for the music
industry, and boost sales of men’s deodorant.

The two announced the formation of a new hip hop record label, TAG Records,
after P&G’s TAG brand of men’s personal care. TAG will be headed by music
mogul Jermaine Dupri, also president of Island Urban Music.

While the music industry and advertisers have increasingly collaborated on
projects to help with branding efforts and underwrite the cost of record and
video production, the new label, to be based out of New York, represents a
milestone as one of the first formal ventures between a label and consumer
brand. TAG’s artists will be supported with a multi-million dollar marketing
efforts, including comprehensive television, print, radio and digital media,
and promotional events.

“This label is going to provide new artists with the chance of a lifetime,”
said Mr. Dupri, TAG’s president. “They’ll receive ten times the typical
marketing support – a first in the industry.”

In his new role, Mr. Dupri will be responsible for selecting and molding the
new hip hop talent. His first new artists will be announced next month.
Procter & Gamble’s TAG brand, meanwhile, will showcase TAG Record artists,
along with Mr. Dupri, through various advertising and marketing initiatives
throughout the rest of this year.

The new venture could lead to other collaborative deals between Procter &
Gamble and IDJ.

“This is a non-traditional approach that blends our most valuable assets:
the artist and their music, with the power of brand marketing,” said Jeff
Straughn, vice president of strategic marketing for IDJ.