*Jay Z is expanding his Roc Nation label into the Latin market and has hired bachata music superstar Romeo Santos to lead the charge.
The 34-year-old sex symbol who packs arenas and enjoys a massive following on YouTube, will take the position of CEO of the new Roc Nation Latin, reports the AP.
Jay Z said that Roc Nation, which he founded in 2008 as both a label and management company, hoped to sign new artists both in the United States and in Latin America.
“We recognize there is a huge Latin market that is part of global culture. We’re proud and ready to enter into true partnership with an individual that intimately lives and knows that culture,” Jay Z said in a statement late Wednesday.
Santos said he wanted to “give back” by identifying new artists and said he considered Jay Z a “visionary” as a businessman for recognizing possibilities for Latin artists.
“I am grateful for his trust and that he has seen in me an ally for all Latinos,” Santos said.