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Diddy Does Latin
Diddy's looking to add a Latin vibe to his Bad Boy Enterprises.
The recently de-P'd music mogul has teamed with Grammy-winning producer Emilio Estefan to form Bad Boy Latino, a label aimed at the exploding Latin hip-hop market.
Together, the duo plans to recruit, produce and market a unique roster of artists for the label. One area in which they'll likely focus is the reggaeton genre, a fusion of reggae, salsa and rap that has become a fixture on the airwaves in urban markets such as Los Angeles, Miami and New York.
Diddy first divulged his plans for Bad Boy Latino at the Latin Billboard Awards in April, when he announced that Miami rapper Pitbull would be one of the new label's artists.
"The Latino market in the U.S. is such a beautiful, diverse, and powerful market and I am blessed to have a partner like Emilio," Diddy said in a statement. "He is an amazing example of how creativity, combined with hard work and a belief in one's self, can spark an entire cultural movement."
Estefan, who's been married to former Miami Sound Machine frontwoman Gloria Estefan since 1978, has won two Grammys and three Latin Grammys as a producer, songwriter and musician.
He has worked with many of Latin music's most popular crossover artists, including heavyweights such as J.Lo, Shakira and Ricky Martin.
Estefan is also a member of the President's Committee on the Arts and Humanities and has produced television specials including Super Bowl halftime shows and Olympic opening ceremonies.
"The goal of this venture is to not only discover new talent but to exploit this music in ways that will promote the technological evolution of how consumers buy their music today and in the future," Estefan said in a statement.
Diddy and Estefan were expected to further spread the news of their joint venture at a party Thursday night in Miami, where Diddy is scheduled to host the MTV Video Music Awards on Sunday.
Meanwhile, VMA organizers have been keeping a close eye on a less than festive tropical storm that is expected to strike southern Florida on Friday.
Tropical Storm Katrina reportedly has the potential to turn into a weak hurricane by the time it hits the shore and may potentially put a damper on the white-carpet arrival scene Diddy demanded for the event.
An MTV spokesman said parties and other happenings leading up to the awards show could be affected, but would be monitored on an event-by-event basis, depending on the severity of the storm.
"We're hoping it misses us completely," spokesman Graham Jones said.
One twosome who won't be affected by the weather one way or the other are VMA presenters Beavis and Butt Head. The trash-talking 'toons, who have been absent from the airwaves for the last seven years, will make a triumphant return to MTV at the VMAs, where they are scheduled to present the Viewer's Choice Award.
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