In a seemingly unlikely partnership, music producing big wig Jermaine Dupri has launched a new music label with pharmaceutical giant Procter & Gamble. Dupri - who has produced hits for Mariah Carey, Jay-Z, and longtime girlfriend Janet Jackson - joins a wave of celebrities partnering with consumer goods companies in efforts to revive languishing music industry sales.
The mogul, who currently runs the urban music division of the Island Def Jam Music Group, will team up with Procter & Gamble in a joint venture called Tag Records - a label that plans to sign and release albums by new hip-hop acts in a bid to find fresh talent. Dupri will serve as president of Tag Records while keeping his position at Island Def Jam.
“I’ve never seen someone wanting to devote this much money to breaking new artists,” said Dupri. “Nobody in the music business has the marketing budget that I have.”
Rappers Kanye West, Nas, Rakim and KRS-One teamed with major sports brand Nike last year. There collaboration, “Better Than I’ve Ever Been,” earned the group a Grammy nod this year.
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