*supercollider

After talking about Red Bull Records a post back, there is word today that Procter & Gamble are partnering with Def Jam to launch a hip-hop record label.

Although this is being wrapped around their TAG body-spray brand, Procter & Gamble is still a FMCG marketing titan better known for their tooth paste brands then their urban music creds. So unlike Red Bull they’ve smartly gone via the joint venture route. I assume the plan is to let the label heads handle the talent spotting and industry know-how, with P&G bringing dollars and marketing muscle to the table. Mostly dollars though, as I’d expect you can’t sell music artists the same way you sell washing powder. In an age when even moisturizing brands are in the community building business, who knows though.

I like Red Bull’s proposition better, as by going it alone it appears like a bigger commitment and investment on their part. If the perception is you’re just a sponsor throwing cash at the grassroots, you get a halo effect of appreciation, but it’s not the same thing as if you built it yourself. For many communities, commitment, loyalty, and real participation earn more respect than money can buy.

Still, I think it’s a good move on P&G’s part. They are creating opportunities for their target market, moving their brand towards becoming a media platform in its own right, taking advantage of the opportunities for brands being created through the revolution in the music industry, and trying to market in a different way than just spamming advertising messages. It’s all smart thinking, and now it’s just down to the execution. My money is on Red Bull, but let’s wait and see.

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