Procter & Gamble Co. has partnered with record label company Island Def Jam Music Group to launch a music company tied to its TAG men’s deodorant and body spray.

Jermaine Dupri, an Atlanta-based rapper and music producer, will act as president of the New York-based venture and will play a key role in identifying and developing its musical talent.

The label, called TAG Records, is an effort by the brand to connect with the urban market by providing opportunities for aspiring hip-hop talent. Those artists will merge their music with brand marketing for TAG, and will be promoted through a multimillion-dollar campaign, including television, print, radio, computer and event marketing.

“Today, we make history in the music industry with TAG Records,” Dupri said in a press release. “This label is going to provide new artists with a chance of a lifetime. New artists will receive 10 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 first artist will be announced in May. In addition to an album release, TAG will showcase the artist and Dupri across various

TAG brand advertising and marketing programs throughout the year.
“We’re confident the partnership will make a positive impact and bring opportunities to undiscovered urban creativity and vision,” Alex Keith, general manager of P&G Deodorants, said in the release.
While the record label is unique, it is not Cincinnati-based P&G’s first effort to partner with the entertainment industry to promote its brands. It has, for instance, partnered with several reality show programs, including “America’s Top Model” and “Survivor.”

P&G (NYSE: PG) is the world’s largest consume products maker, with brands including Charmin, Crest and Tide.