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Jermaine Dupri’s latest hair-brained scheme: He’s bringing together the collective power of Island Def Jam and Procter and Gamble to start Tag Records, a label that is branded with the name of the body spray and the delightful countenance of the pint-sized president. Dupri claims that Tag is where he’ll find new artists and “market [them] 10 times more” than they might normally be, unless they’re, say, Leona Lewis. It seems like kind of a raw deal for the artists, to be honest; they’re basically contracted out to be spokesmodels for Tag and active music artists with recording and touring careers simultaneously. Of course, the IDJ suits are calling this “a non-traditional approach that blends our most valuable assets: the artist and their music, with the power of brand marketing.” That’s almost as sexy as Tag’s nausea-inducing scents! The first artist contracted to this partnership will be announced in May, if Dupri’s charisma can convince anyone to actually go down this road. After the jump, he chats about the new venture while standing in front of a very expensive car.
Jermaine Dupri and Island Def Jam Music Group Launch New Hip-Hop Label in Partnership with TAG Body Sprays
JD tag announcement [YouTube]
Wasn’t there already a Tag records… in the 90s? Releasing albums by the Inbreds, The Lemonheads, Jawbox…
@pupycukus: Ah yes, Atlantic’s “fake indie” subsidiary.
Also, does anyone think Janet really digs the smell of a Tag-covered JD?
Yep, I was about to write that… indeed TAG existed already (part of Atlantic – T.A.G. get it?), with the above mentioned bands.
It’s amazing – don’t any of these labels do searches to see if the names are taken? Same as ShangriLa – current home to the Duke Spirit & also I think the last Jerry Lee Lewis album. but there was a ShangriLa in Memphis (affiliated w/ the store) that released the Grifters & more!
@pupycukus: I think that was Taang! Records. And yeah, it was there attempt at being all hip and with it, back in the days.