SOURCE: iCrossing


February 08, 2012 09:09 ET

iCrossing Announces Co-Branding Relationship With Jermaine Dupri and

Music Mogul to Appear at Social Media Week With iCrossing

NEW YORK, NY--(Marketwire - Feb 8, 2012) - iCrossing (, a global digital marketing agency, announced today that the agency has formed a relationship with Jermaine Dupri to help the music mogul build a connected brand for Global 14 (, his online lifestyle community. To kick off the co-branding relationship, Dupri, iCrossing Chief Strategy Officer Adam Lavelle, and Esquire Senior Editor Richard Dorment will appear on a Social Media Week panel, "Jermaine Dupri: Building a Community," on February 13 at 3:00 p.m. at Hearst Tower in New York City. The event is free to those who register at

Dupri has established a successful career as a hip-hop artist, producer, songwriter, author and CEO of So So Def Recordings, which he founded in 1989. He has collaborated with artists such as Usher, Mariah Carey and Nelly. In 2011, Dupri launched Global 14, which consists of more than 30,000 members sharing common interests across 1,100 groups ranging from fashion to hip-hop and R&B.

To build awareness for Global 14, iCrossing has provided search marketing and social media counsel, and is collaborating with Dupri on activities such as the creation of original video content. iCrossing is relying on expertise from its Live Media Studio, the industry's first-ever resource dedicated to real-time marketing.

At Social Media Week, Dupri, Lavelle and Dorment will discuss how Global 14 has rapidly become a popular destination for people who live their lives with style, and Dupri will share his vision for growing Global 14 into an advertising alternative to Facebook. "Global 14 is about redefining the meaning of online friends as members of diverse groups who share their interests and care about each other, instead of just accumulating Followers and Likes," Dupri said. "Anyone who joins Global 14 knows I'm the most active participant, whether I'm responding to members personally or sharing myself with you."

He indicated that his personal management of Global 14 is one way the site differentiates itself from other social destinations. "I treat Global 14 members as friends, not followers," he said. "On Global 14, I'm sharing my personal life authentically, just as you share your life with me."

David Deal, vice president of marketing for iCrossing, said, "A relationship with Jermaine Dupri helps iCrossing capitalize on the convergence of entertainment, technology, and branding that is occurring in the marketplace. At a time when Fortune 500 companies are acting as partners to musicians, iCrossing has an opportunity to help build a connected brand in an imaginative way."

About iCrossing
iCrossing is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class digital marketing services -- including paid search, search engine optimization, Web development, social media, mobile, research and analytics -- to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing's client base includes such recognized brands as The LEGO Group, Epson America and Toyota, and 40 Fortune 500 companies, including The Coca-Cola Company, MasterCard and FedEx. Headquartered in New York, the company has 750 employees in 18 offices globally. iCrossing is a unit of Hearst Corporation, one of the nation's largest diversified media companies. For more information, please visit

Contact Information

  • Dana Mellecker
    646 435 4456