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Following on from Benn’s post about “Coke’s Trans-media Storytelling” (trans-media storytelling being the most unlikely buzz-word), it seems more brands are becoming “content creators” in a bid to drive sales. As reported in Monday’s Media Guardian, Island Def Jam Music Group (IDJ) and Procter & Gamble’s TAG brand have recently formed a new hip-hop record label, TAG Records.

At this point, the cynics amongst you may be rolling their eyes. As praneeth points outs quite succinctly on his blog, to be a successful label the focus must be on the music, not on P&G products; but this won’t be possible because the purpose of the music label is to promote P&G products. Taking a quick search on Google suggests that reaction to the label isn’t overwhelmingly positive! Comments on the daily swarm include the witty “this stinks” (TAG is a deodorant brand) as well as the more thoughtful “Be somebody, sell out”. Brilliantly the comments also include such gems as:

“HI MR. DUPREE, I,M CALVIN, WITH 4 ARTISTS, THAT ARE INDUSRTY READY.. I HAVE 3 FEMALES, AND 1 MALE RIGHT NOW’
CONTACT CALVIN SCHEXNAYDER, 559 276 1737”

Whether or not Mr Dupree is listening is another matter.

TAG Records has recently announced its first signing, the Brooklyn rapper “Q”. It will be interesting to see how the label progresses and if the venture is successful. I doubt that most of the audience will really care what label an artist is signed to if they are sufficiently talented. In addition with the financial muscle of P&G on board we should be hearing a lot more about Q in the future.

It’s worth having a quick look at the TAG Records website if you’ve got a spare 2 minutes; the “TAG” section is worth it alone! “When it comes to the hustle, if one piece isn’t right it could all fall apart. So whatever you’re doing out there, make sure you keep it fresh. After all, when you smell good, you fell good and when you feel good, you too can Make History.

I’m now keenly awaiting for the release of “You really need to buy some TAG if you’re going to be cool”.