Sean Diddy Combs joins forces with Sony
Hip hop mogul Sean 'Diddy' Combs has struck a deal to merge his Bad Boy Entertainment company with Epic Records.
Combs 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, which was announced on Monday, 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 LA 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."
Diddy said Reid was "fearless" and understands music better than anyone.
To celebrate the new venture, Combs is slated to perform new music at the upcoming BET Hip-Hop Awards on October 13.