Thursday, April 10, 2008

NEWS: Jermaine Dupri & Def Jam Launch 'Stanky Records'

If I had a direct line to 50 Cent I'd e-nudge him right now to start prepping campaigns of ridicule for any artist that signs to this label. Jermaine Dupri, who off the top of my head never produced/developed a lasting artist (though produced many momentary hit singles), is going to be the president of a new label venture in partnership with a sub-brand of one of the biggest corporations in the world. Gotta love the spin all throughout this press release that tries to position itself as anything but a cheap looking marketing campaign for deodorant and a cash-in moment for JD and Def Jam. I can only imagine the amount of product-placement in these artist videos, commercials, shows, cd cases, etc.

NEW YORK, NY – April 10, 2008 – 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.

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Anonymous mike belgrove said...

We have been talking about Dupri and TAG over at Highbrid Nation and what people don't realize is that this is huge. The music industry is struggling and labels backed by major brands may indeed be the wave of the future.

Blogger Ryann said...

Excuse me, but I thought labels handled promotion and marketing!

Why does Island/Def Jam need Proctor and Gamble’s money to help promote artists?

In the past, artists got a corporate sponsor on their own and kept the money they made from that deal. Are the labels trying to change the game?

Now, you get a sponsor with your record deal... I wonder who gets to keep the money now? This is just another way for the majors to say they are helping artists while doing the exact opposite, as always. 

Anonymous Michael Downing said...

The raw smell of artistic integrity not getting you cars, bitches, and riches? Spray some Tag, suck a dick, and join Tag Records! Cover your MPC with it and let the creativity flow out. Tag body spray, now in “Supa Dupa Playa Playa F’real To the Max” scent. Be somebody, sell out.

Anyone who signs with this “label” is immediately a whore. Period. You have to stand behind(hock) a bullshit product. I’m not saying that the artists who sign to TAG are any less talented or worthy of attention than if they signed elsewhere or went independant. I’m saying that by signing that you are now a shill. Doing a commercial alone isn’t enough to cross the line anymore. Pete Rock and CL Smooth did a Sprite commercial, as an example. Buuuuuuuuuuuuuut… they didn’t get made that way. They used it as a vehicle and not the other way around. Sprite made money before that, and so did they.

One of my favorite producers is DJ Premier. Primo said NO to selling out to labels. He does whatever the damn well he pleases. Does Premier sell anything besides what he believes in? Year Round Records…Think about it.

What the fuck happened to integrity. Have a backbone and stand on your own two feet. You want to be respected and not some corporate chimp? Don’t sign on their dotted line.

Michael Downing


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