Just days after Jay Z and Live Nation announced their $150 million partnership, Jermaine Dupri has announced the formation of a new Hip Hop label backed by an unlikely partner: Procter & Gamble.

JD is the president of TAG Records distributed by Island Def Jam Records where he also heads the Urban Music division. 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.

Proctor & Gamble’s billion dollar portfolio includes TAG Body Spray®, Pampers®, Tide®, Bounty®, Charmin®, Downy®, and Head & Shoulders®, among other trusted brands. This means JD’s new label has the financial power that even major labels don’t have access to.

“Today, we make history in the music industry with TAG Records,” said Jermaine Dupri, president of TAG Records. “This label is going to provide new artists with a chance of a lifetime. New artists will receive ten times the typical marketing support – a first in the industry. I’m hand selecting and molding these artists to make history in hip hop.”