In a revolutionary alliance whose ramifications are no doubt negligible at best, pop-rap leprechaun Jermaine Dupri, the man who gave the world both Kriss Kross and the once mildly popular fad of dressing backwards, has joined forces with Tag Body Spray, the male hygiene product that apparently renders users dangerously irresistible to attractive members of the opposite sex, for a joint venture that finally unites Def Jam, one of hip hop's most iconic labels, and the general manager of P&G; Deodorants.

According to a press release, "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 related news, Scott La Rock is spinning in his grave.

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