Diddy has announced a new partnership between his Bad Boy Entertainment and Epic Records.
“Sean ‘Diddy’ Combs aka Puff Daddy and I have been musical collaborators since the 1990s, when we both ran independent record labels, myself with LaFace and soon after, Puffy with Bad Boy,” said Epic CEO, L.A. Reid. “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.”
The deal brings Bad Boy’s new generation of artists to Epic, who will provide promotion, marketing, sales and distribution of Bad Boy projects.
“I have known LA Reid since the very beginning and together we have enjoyed countless successes over our long friendship,” said Diddy. “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 endeavors. To collaborate with LA Reid is to collaborate with the very best.”
In celebration of the new partnership, Didd will perform new music at this weekend’s BET Hip-Hop Awards in Atlanta.