The company announced today that it has partnered with the Island Def Jam Music Group, New York, to create TAG Records, named after P&G's popular deodorant brand that competes with Axe in the body spray category. The partnership is aimed at appealing to the urban demographic by promoting hip-hop music alongside the packaged goods product. "This is a nontraditional approach that blends our most valuable assets: the artist and their music, with the power of brand marketing," said Jeff Straughn, Island Def Jam's vp-strategic marketing, in a statement. According to the deal, TAG Records' artists will be supported by integrated marketing including TV, print, radio, digital and event components. The exact size of the marketing budget was not revealed, though the company said it would be a "multimillion-dollar" effort. The TAG brand will use the label's artists in its brand advertising and marketing initiatives throughout 2008. The first artist will be revealed in May. The deal also is expected to provide exposure not typically accessible to up-and-coming artists. "Today, we make history in the music industry," said Jermaine Dupri, a hip-hop mogul who has been named president of the newly minted label, in a statement. "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."