P&G’s new brand. A record label.
More proof that how difficult it is becoming for brands to connect with customers, Procter & Gamble Co. has launched a music label. The Cincinnati based company has partnered with international record label company Island Def Jam Music Group to launch a music company tied to its TAG men’s deodorant and body spray. 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. 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. More.