Music producer Jermaine Dupri has been appointed president of the new hip-hop label, TAG Records.
On April 10th Island Def Jam Music Group, in conjunction with Procter & Gamble’s TAG brand, announced the birth of a new hip-hop label, TAG Records. The partnership is the first of its kind, as TAG artists will be supported with a multi-million dollar marketing effort, which includes television, print, radio, digital and event marketing.
Dupri will head the New York-based company – setting the creative vision for the label and playing an integral role in identifying and developing new acts.
“Today, we make history in the music industry with TAG Records,” said Dupri in a statement to the press. “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 by providing opportunities for aspiring hip-hop aritsts.
“This partnership marks an industry first,” explained Jeff Straughn, VP of strategic marketing for Island Def Jam. “This is a breakthrough model and a non-traditional approach that blends our most valuable assets: the artist and their music, with the power of brand marketing.”
The first artist will be officially announced in May.