Jermaine Dupri, Island Def Jam and Proctor & Gamble have entered into a partnership to launch a new record label called TAG Records. The label carries the brand name of Proctor & Gamble’s TAG body spray and is part of the company’s initiative to reach a larger portion of the urban community. Dupri, who currently heads Island Urban Music, will serve as president of TAG Records. According to a press release announcing the venture, artists signed to TAG Records will enjoy an unprecedented marketing push that will include multi-million dollar television, print, radio, digital and event related campaigns. "Today, we make history in the music industry with TAG Records," Dupri said of the partnership. "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 label is expected to announce their first artist in May.

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