Jermaine Dupri/Def Jam/Tag Records Label = Bad Idea Jeans?

"tag spray rapper" = next year's "ringtone rapper"?

Highbrid nation and Info have the details and the necessary snark. Many questions: Can throwing more money than ever into a system that doesn't work make the system start working? Will the Jermaine Dupri/Def Jam/Tag Records label be exploring new means of promoting/distributing etc, or are they trying to do a Pimp My Ride to the half-sunk Titanic?

How does the standard requirement for the artist to recoup fit into this "SPENDING MORE MONEY THAN EVER!!" thing? And how exactly does Tag get a return on this unprecedented investment as people spend less than ever on music? Are they thinking the marketing/publicity benefit for the brand makes this worthwhile regardless of sales results? How does that affect the art, and the artist, if your whole career is based on being a pitchman?

Credit where it's due, Hashim saw these questions coming

Jermaine Dupri Def Jam-Tag Records Label

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.

Jermaine Dupri-Def Jam-Tag Records Label