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Case Study: TAG Records Marketing Brief

By Jeff Rabhan, CEO
Three Ring Projects

Editor’s Note: The following brief was included in materials distributed at NARIP’s recent “Bands, Brands & Beyond” Expo at which win-win deals between brands and music were explored in detail.

Objective for TAG Records:

Proctor and Gamble who owns TAG Body wanted to establish a fully-functional label imprint that funds the production and distribution of two artist projects in its first year.

Label Mission Statement:
TAG Records wanted to develop, produce and distribute emerging urban music that is relevant, credible and commercially viable to help drive the sales body spray and build brand awareness.

TAG Body Spray Mission Statement:
Wants to be positioned as a brand that is “making its mark” on the world – the label is our way of showing we mean it by giving new artists a chance with marketing support that is unprecedented in today’s music climate.

TAG Records Artist Search.
When Proctor & Gamble first approached Three Ring projects, it’s marketing objectives included the following:

Marketing Objectives for TAG

– Be relevant
– Be credible
– Fuel our consumers’ drive for success and aspirations to make it big.
– From that a BIG IDEA was born…. TAG RECORDS

TAG Marketing Strategy

To integrate TAG Records assets (CEO, artists, content) into each channel in marketing for the body spray.

– TV
– Print
– Radio
– Online
– Out-of-Home
– In-Store & On-Pack
– Publicity / PR

Drive efficiencies, leverage expertise and maximize synergy through close creative collaboration with the distribution partner and management.

# # #

About Jeff Rabhan, CEO, Three Ring Projects

Three Ring Projects partner Jeff Rabhan is an artist manager,  and music industry executive and consultant. He discovered, shopped and supervised the signing of multi-platinum pop-rocker Michelle Branch, among many others, and helps guide the careers of emerging and established acts such asacclaimed American Idol finalist Elliott Yamin, chart-topping R&B siren Lil’ Kim and urban-music hit-maker Jermaine Dupri.

In his various capacities as manager, partner in entertainment company The Firm, soundtrack executive for Atlantic and Elektra Records, consultant and columnist, Rabhan has proved an innovator on multiple fronts. He has worked closely with leading top-tier acts such as Kelly Clarkson, Jennifer Lopez, Korn and Enrique Iglesias; helped develop the soundtracks to blockbuster films like Scream; assisted in the exploitation of The Doors’ catalog of rock classics; and contributed to such publications as Rolling Stone and HITS.

Born in Savannah, Ga., and raised in Richmond, Va., Rabhan received a journalism degree from New York University. Shortly after graduating, he began writing for Rolling Stone. Not long thereafter he joined the staff of Atlantic Records and ultimately served as Senior Director of A&R and Soundtracks. Elektra Records subsequently named him Executive Director in Charge of Soundtracks. During this period he oversaw such releases as the Batman, Beautiful Girls and Four Rooms OSTs, among many other discs.

Rabhan briefly but productively worked as an independent music supervisor and A&R consultant, discovering, shopping and signing superstar pop trio Hanson – who sold 20 million records worldwide and whose music and likenesses have generated $250 million+ in global receipts – and working on the successful Scream movie soundtrack.

He spent five years as a partner at top entertainment company The Firm before launching his own management concern, Three Ring Projects. The new entity embraces multiple media and such platforms as fashion and other lifestyle products.

At Three Ring, he has helped parlay Yamin’s Idol visibility into the biggest chart debut by a new artist on an independent label in the history of SoundScan. He has also taken the career reins of Grammy-nominated artist Kelis as well as Jermaine Dupri, one of the architects of contemporary urban music. In addition, he’s collaborated with The Doors Music Company in the creative re-purposing of The Doors’ catalog, imagery and other elements for today’s audiences.

He lives and works in Los Angeles.

Sources For More Info

NARIP Program Audio Available

MP3 audio recordings of sessions from NARIP’s Bands, Brands & Beyond Expo are available in NARIP’s Store Online.  Includes a 27-page handout with 5 music-brand case studies (Groove Armada / Bacardi,  Vanity, Kim Crawford Wines, AARP / Tony Bennett), 4 articles,and a directory of companies that organize and broker music-brand deals.  Click here to buy now.