During our DIY panel at the Venice Festival of Media, the panellists were inevitably asked about what we thought about the recent deal between Proctor & Gamble TAG deodorant spray and Def Jam records.

In case you haven’t heard, TAG records has been set up by both parties to find new hip hop talent and promote them through integrated marketing approaches that P&G have immense experience in.

The rumours state-side is that the marketing budget will be a ‘multi-million dollar’ effort

Given that exposure is what so many artists require, connecting with a brand to secure increased exposure seems good business sense. For the brand, they have a chance to appeal to the urban demographic in the U.S. and are seen to be giving something back to the community. This fits with the P&G ethos shared by Bernhard Glock, their head of global media and communications, at Venice, which separates this deal with the rather ridiculous offer by McDonald’s to pay Hip Hop artists to mention their brand name in lyrics!

So on the face of it, it seems like a great move.

However, our panel at Venice were not 100% convinced. And I also have a couple of reservations.

First, the marketing budget will promote the artist first or the brand first? If it is the brand first, that is still a good opportunity, much like a sync deal can help get an artist exposure. However, I would encourage the artists to manage their expectations of what the marketing budget will achieve for them.

Second, my concern rests with Def Jam. This name is more than a label. This is one of the few labels that stood for something more than just music. My concern is whether the legitimacy of the Def Jam name might get eroded due to this deal, no matter how well intentioned all parties are.

This is the difficult path that all artists, managers and labels face as they look for alternative revenue streams.

citizensound says:

Deals with brands will become less of an issue though as more artists and fans find brands that get involved with the right spirit. It feels that the spirit is there in the P&G/Def Jam deal. However, the proof in the pudding will come on three fronts:

First, the brand shifts more units

Second, the artists are credible and get the break they deserve

Third, the music fan loves the music