Def Jam plays TAG with new partner

Label teams with Procter & Gamble on venture

Procter & Gamble hopes to clean up in the music business.

The soap company’s Tag Body Spray brand and Island Def Jam Music Group are partnering on the hip-hop imprint Tag Records, which will be led by producer and label exec Jermaine Dupri.

Dupri, who heads Island’s urban division, will be Tag Records’ president and set the creative vision for the label, playing a key role in A&R. Label is part of Tag’s initiative to cultivate relationships with the urban community.

Imprint, announced Thursday morning, is already pledging to create “a multimillion-dollar marketing effort that is unprecedented for any new artist.” Inaugural single from the label’s first artist is expected in May, though the identity of the artist has not been disclosed.

“This label is going to provide new artists with a chance of a lifetime,” Dupri said in a statement. ”New artists will receive 10 times the typical marketing support — a first in the industry. I’m hand selecting and molding these artists to make history in hip-hop.”

Dupri is best known for his work with Janet Jackson, Mariah Carey and Jay-Z. Island Def Jam is part of the Universal Music Group.

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