P&G's TAG brand and Island Def Jam Music Group (IDJ) announced the formation of a new hip-hop record label, TAG Records. 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," said Jeff Straughn, vice president of strategic marketing, Island Def Jam Music Group. "This is a breakthrough model that will set the stage for innovative collaborations at 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 opportunity to merge their music with personal brand marketing.