Jermaine Dupri is set to front a new project which is a joint venture of Island Def Jam Music Group and deodorant brand TAG. Both parties are expecting to net two contemporary artists per year that will suit the Procter & Gamble's brand target market which is pop culture-influenced teens plus reaching out to urban community through programs that will give chances for talented MCs.
"My goal is to find artists that have longevity written all over their face," said Dupri, who is also the president of Island Urban. The label may focus on Hip-Hop but they wouldn't limit themselves to expand to other genres. "The whole process is on a fast track to align itself with TAG Body Spray's re-launch this summer," Durpi added. "I like it because we can't stop the artist process because of the record business' (red tape)."
Dupri also gushed on the amount of financial support for artists under the new label. "Most artists get probably $1 million for a marketing budget," he added. "The TAG artists will receive 10 times the typical marketing support. It will give these artists a chance to be and feel just as big as a Kanye West because the marketing budget is 10 to 20 times as much as the average. While it's not actually $10-20 million, the numbers are up in that area and further north."
The first artist will be introduced this May aligned with the re-launch of the body spray through printed media, TV, radio, events and digital ads.