Emilio Diddy Records

Emilio Estefan and the newly dubbed “Diddy” (formerly known as Sean “P. Diddy” Combs) have announced they’re combining Latin and urban in a new multimedia venture, Bad Boy Latino.

The collaboration most likely will center on the increasingly popular Reggaeton, i.e., Latin hip-hop, which has had crossover success in major markets, especially with Daddy Yankee.

Miami rapper Pitbull is expected to be part of the venture.

“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.