Sean 'Diddy' Combs has struck a deal to merge his Bad Boy Entertainment company with Epic Records.
The hip-hop mogul founded the label 22 years ago, and now he's teaming up with bosses at the Sony Music-owned giant in an effort to move into a new era of music.
Under the deal, Epic will distribute two forthcoming albums by Combs, and also provide marketing, promotion and sales for Bad Boy artists.
"Puffy is truly in a league all his own, continuing to influence culture and ignite musical revolutions time and time again," says L.A. Reid, chairman and CEO of the Sony Music label.
"Sean 'Diddy' Combs aka Puff Daddy and I have been musical collaborators since the 1990s, when we both ran independent record labels... Over the years, we not only enjoyed incredible success together, but we also became lifelong friends.
"Today, of course, Puffy is truly in a league all his own, continuing to influence culture and ignite musical revolutions time and time again. He's a true innovator and I could not be more excited to join forces once again."
Diddy adds, "I have known L.A. Reid since the very beginning and together we have enjoyed countless successes over our long friendship.
"To now work with LA in this capacity feels more like a homecoming than a new beginning. Not only is he a fearless and smart businessman, he believes in artists and understands music better than anyone. He embodies hard work and true success, evident in all of his endeavours. To collaborate with L.A. Reid is to collaborate with the very best."
To celebrate the new venture, Combs is slated to perform new music at the upcoming BET Hip-Hop Awards on October 13.
WENN.com
