Jay-Z, Romeo Santos Partner on Roc Nation Latin

Jay-Z’s Roc Nation entertainment company continued to expand its reach in Latin music with the launch of Roc Nation Latin, which will focus on developing and cultivating Latin artists from around the world.

To run the division, Jay-Z tapped Dominican artist Romeo Santos, known as the King of Bachata music, to serve as CEO, with Santos’ longtime manager Johnny Marines becoming president of the organization.

Since its launch in 2008, Roc Nation has provided artists with a host of services, including management, marketing, media relations and brand strategy. Artists signed to Roc Nation management deals include Rihanna, Shakira, Meek Mill, Big Sean and J.Cole.

Roc Nation Latin will offer similar services to the artists it signs, including support for the artist’s endorsement deals, philanthropic efforts and concert tours.

The signing of Romeo Santos was key to the formation of Roc Nation Latin. Under the deal, Santos will be managed by Roc Nation, with Johnny Marines serving as co-manager. Roc Nation will also provide marketing, brand development and brand deals, as well as oversee touring for Santos.

“With this next step and phase in my career I see a great opportunity to give back all that I have learned during the past few years to new talent,” Santos said in a statement.  “Not only do I idolize Jay-Z as an artist but also as a business mogul. Jay-Z is a visionary who was able to recognize that in our Latin Culture there is a lot of talent. I am grateful for his trust and that he has seen in me an ally for all Latinos.”

Said Jay-Z of the deal: “Romeo has had tremendous success as a composer and producer and can spot true talent This is a tremendous step for Roc Nation. 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.”

Roc Nation has had its sights set on the Latin market in recent years. In March, Roc Nation announced the signing of Puerto Rican reggaeton star Yandel, one-half of the duo Wisin & Yandel, the top-selling reggaeton duo of all time.

The signing of Santos, who has had more No. 1 hits on the Billboard charts than any other Latin artist in the last decade, and the creation of Roc Nation Latin greatly accelerated their efforts to gain share in the Latin market.

To welcome Santos to the Roc Nation family, Yandel tweeted:

“Welcome to the family @RomeoSantosPage hermano la industria latina necesita estos movimientos para crecer @rocnation,” which in English translates to “Welcome to the family, brother. The Latin industry needs these types of movements in order to grow.”