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.