Jermaine Dupri and Island Def Jam Music Group Launch New Hip-Hop Label in Partnership...

Jermaine Dupri and Island Def Jam Music Group Launch New Hip-Hop Label in
Partnership with TAG Body Sprays
Groundbreaking Partnership Brings Unique Opportunity to Emerging Hip-Hop
Talent

NEW YORK, April 10 /PRNewswire-FirstCall/ -- Island Def Jam Music Group
(IDJ) and Procter & Gamble's TAG brand announce the formation of a new hip-hop
record label, TAG Records. The new label will be led by hip-hop mogul
Jermaine Dupri, who will act as president of the New York-based venture. As
president, Dupri will set the creative vision for the label and play an
integral part in identifying and developing its musical talent.
This is a milestone for the music industry as TAG Record's artists will be
supported with a multi-million dollar marketing effort that is unprecedented
for any new artist, including television, print, radio, digital and event
marketing.
"Today, we make history in the music industry with TAG Records," said
Jermaine Dupri, president of TAG Records. "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 launch of TAG Records is part of the TAG brand's initiative to
cultivate relationships with the urban community through the development of
programs that provide opportunities for aspiring hip-hop talent.
"We're very excited about our partnership with IDJ and the broad platform
it provides for creating artistic opportunities within the urban community,
said Alex Keith, general manager P&G Deodorants. "We're confident the
partnership will make a positive impact and bring opportunities to
undiscovered urban creativity and vision."
"This partnership marks an industry first. This is a breakthrough model
that will set the stage for innovative collaborations at Island Def Jam Music
Group," said Jeff Straughn, vice president of strategic marketing for Island
Def Jam Music Group. "This is a non-traditional approach that blends our most
valuable assets: the artist and their music, with the power of brand
marketing."
TAG Record's first artist will be officially announced in May. The artist
will be given a unique opportunity to merge their music with personal brand
marketing.
In addition to an album release, the TAG Brand will showcase TAG Record's
artist and Jermaine Dupri across various TAG brand advertising and marketing
initiatives throughout 2008.
The TAG and Island Def Jam Music Group partnership was forged and managed
by New York - based ACME Brand Content Company, TAG's branded entertainment
agency of record.
For more information on TAG Records and the announcement of its first
artist, visit www.tagrecords.com.
About Procter & Gamble (NYSE: PG)
Three billion times a day, P&G brands touch the lives of people around the
world. The company has one of the strongest portfolios of trusted, quality,
leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R),
Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R),
Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R),
Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R),
and Braun(R). The P&G community consists of 138,000 employees working in over
80 countries worldwide. Please visit http://www.pg.com for the latest news
and in-depth information about P&G and its brands.
About ACME
ACME Brand Content Company LLC is an integrated marketing, promotions and
branded content agency formed to assist marketers in stimulating consumer
interest and sales through the development of engaging and immersive content.
The agency's services include content strategy and creative development,
branded entertainment, brand extensions and custom publishing, and its clients
include Procter & Gamble's TAG Fragrance Company, Avon's boutique beauty brand
mark, Swedish luxury bed manufacturer Hastens, and the non-profit Sean
Kimerling Foundation. More information can be found at www.acmecontentco.com.
SOURCE Procter & Gamble

Corrie Tin, of MS&L for P&G, +1-212-468-3642, corrie.tin@mslpr.com; or Jay
Gooch, P&G, +1-513-626-4425, gooch.jw@pg.com