Elliott

The hip-hop label, called TAG Records, is a joint venture involving Island Def Jam, TAG Body Spray, and rap mogul Jermaine Durpri.  "This label is going to provide new artists with achance of a lifetime," Dupri proclaimed.  "New artists willr eceive ten times the typical marketing support – a first in theindustry."

He couldn't be more right.  This is the beginning of the equivalent of NFL and NBA teams putting European soccer type logos on their uniforms.  I don't play for "ManU", I play for "Sharp".  Similarily, my label isn't "Universal", it's "TAG body spray".  Wow.  It is a natural for corporations to jump into the label game.  They have the most to win because they already utilize music, celebrity, and media to promote their product.  Now you get to own/control all three and the brand association is never stronger. 

According tothe partners, signed artists will be layered into TAG deodorant marketing campaigns, already a strong vehicle.  The first artist will be announced in May, and Dupri himself will also be incorporated into the branding action. 

That's not to say that U2 Madonna and Jay-Z will be playing for the Proctor and Gambles in the future, they don't need the support, they do multi-year, multi-level deals with LiveNation.  But the emerging artist... now you've got something to offer.  They see iPod commercials launching Feist.  They know major (and Indie) labels don't have two nickels to rub together.  Corporate Amercia is handing out the golden ticket.  Sellin' out never was this E-Z!

Indie bands tell me: WOULD YOU SIGN TO A BIG BRAND LABEL LIKE TAG?  WHY OR WHY NOT?