• Billboard, Friday, April 11, 2008 10 AM

In a bid to reach the pop culture-influenced teen demographic, Procter & Gamble's TAG brand is teaming with Island Def Jam Music Group on a hip-hop label that will be led by Island Urban president Jermaine Dupri. The label launch is also part of TAG's initiative to cultivate relationships with the urban community through programs that give opportunities to aspiring MCs.

Neither IDJ nor P&G will comment on speculation that TAG artists will be supported with up to, but not limited to, $10 million in marketing dollars--an unprecedented figure for any contemporary new artist. "My goal is to find artists that have longevity written all over their face," says Dupri, adding that TAG is expected to launch two artists per year during the course of the three-year deal.

Dupri will introduce the first artist in May and says that while TAG is a hip-hop label, it won't be completely limited to the genre. The artists will be the focus of TAG Body Spray's re-launch, via TV, print, radio, digital ads and event marketing, and will be given an opportunity to merge their music with personal brand marketing.

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