"Diddy", founder and CEO of Bad Boy Entertainment, teamed up with Grammy Award winning producer, Emilio Estefan, on a saucy new endeavor called Bad Boy Latino. The two kept most of their initial plotting on the DL, until announcing the launch on Thursday at a VMA pre-party. Estefan, who has worked with various crossover artists like Shakira, Ricky Martin, and Jennifer Lopez, claimed that "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". The duo hopes to form the bridge between the Latino and hip hop worlds, an unprecedented task.
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