Groundbreaking Partnership Brings Unique Opportunity to Emerging Hip-Hop
Talent
NEW YORK, April 10 /PRNewswire-FirstCall/ -- Island Def Jam Music Group
(IDJ) and Procter & Gamble's TAG brand announce the formation of a new
hip-hop record label, TAG Records. The new label will be led by hip-hop
mogul Jermaine Dupri, who will act as president of the New York-based
venture. 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 a milestone for the music industry as TAG Record's artists will
be supported with a multi-million dollar marketing effort that is
unprecedented for any new artist, including television, print, radio,
digital and event marketing.
"Today, we make history in the music industry with TAG Records," said
Jermaine Dupri, president of TAG Records. "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."
The launch of TAG Records is part of the TAG brand's initiative to
cultivate relationships with the urban community through the development of
programs that provide opportunities for aspiring hip-hop talent.
"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."
"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," said 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."
TAG Record's first artist will be officially announced in May. The
artist will be given a unique opportunity to merge their music with
personal brand marketing.
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.
For more information on TAG Records and the announcement of its first
artist, visit http://www.tagrecords.com.
About Procter & Gamble (NYSE: PG)
Three billion times a day, P&G brands touch the lives of people around
the world. The company has one of the strongest portfolios of trusted,
quality, leadership brands, including Pampers(R), Tide(R), Ariel(R),
Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R),
Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R),
Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R),
Gillette(R), and Braun(R). The P&G community consists of 138,000 employees
working in over 80 countries worldwide. Please visit http://www.pg.com for
the latest news and in-depth information about P&G and its brands.
About ACME
ACME Brand Content Company LLC is an integrated marketing, promotions
and branded content agency formed to assist marketers in stimulating
consumer interest and sales through the development of engaging and
immersive content. The agency's services include content strategy and
creative development, branded entertainment, brand extensions and custom
publishing, and its clients include Procter & Gamble's TAG Fragrance
Company, Avon's boutique beauty brand mark, Swedish luxury bed manufacturer
Hastens, and the non-profit Sean Kimerling Foundation. More information can
be found at http://www.acmecontentco.com.
