Island Def Jam Music Group and Procter & Gamble's TAG brand are teaming for a joint-venture hip-hop label, which will be led by Island Urban president Jermaine Dupri, relates Billboard.

"My goal is to find artists that have longevity written all over their face," says Dupri, adding that TAG is expected to launch two artists per year during the course of the three-year deal.

According to Dupri, Proctor & Gamble, which produces TAG body spray, approached Island via ACME Brand Content Company for the joint venture. P&G views the union as a great way to reach its pop culture-influenced teen demographic. The label launch is also part of TAG's initiative to cultivate relationships with the urban community through programs that give opportunities to aspiring MCs.

Neither IDJ or P&G would comment on speculation that TAG artists will be supported with up to, but not limited to, $10 million in marketing dollars, an unprecedented figure for any contemporary new artist.

Dupri will introduce the first artist in May, and says that while TAG is a hip-hop label, it won't be completely limited to the genre. "The whole process is on a fast track to align itself with TAG Body Spray's re-launch this summer," he says. "I like it because we can't stop the artist process because of the record business' [red tape]."