The hip-hop label, called TAG Records, is a joint venture involving Island Def Jam (UMG), TAG Body Spray, and rap mogul Jermaine Durpri. “This label is going to provide new artists with a chance of a lifetime,” Dupri proclaimed. “New artists will receive ten times the typical marketing support – a first in the industry.“
The branding move makes sense for the Proctor & Gamble-owned TAG, a product that carries a younger male demographic. According to the partners, signed artists will be layered into TAG deodorant marketing campaigns, already a strong vehicle. The first artist will be announced in May. [Digital Music News]
I actually like this approach. However, as with most things involving Jermaine Dupri, it is sure to be over-hyped and under delivered. This could be solid exposure for new artists though. But, they will have to overcome the negative effects of how blatantly commercial this will make them seem. It’s easy to believe that you have a real fan base when marketing campaigns and brand associations are actually driving your fame (look at Ruben Studdard, Fantasia, da Band, Danity Kane to name a few). When the smoke clears, as it will in time, if there are are no organically grown fans - all the marketing in the world won’t save them.
What do you think?
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