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MIAMI BEACH – Endemol North America is making a big bet on Pitbull.
The company behind Big Brother, Steve Harvey and Wipeout, has inked an exclusive overall deal with the globe-trotting musician, also known as Armando Christian Perez, to develop and produce original content for TV and digital platforms.
The digital aspect of the deal, which was announced at NATPE, also entails a Pitbull channel on the newly launched Endemol Beyond. The latter, a new global venture, will look to create a premium network of international and local channels across platforms such as YouTube, Yahoo and AOL. As part of the pact, Pitbull and his manager, Latium Entertainment CEO Charles Chavez, will executive produce fare.
“The U.S. Hispanic consumer and gigantic global stars like Pitbull have been the underpinning for the major Latin music and cultural influences in the U.S. and around the world. By offering the support, global infrastructure and reach for television and digital that only Endemol can provide, we look forward to the output and to the multitude of possibilities that this collaboration will generate,” said Endemol N.A. co-CEO Cris Abrego.
Added fellow CEO Charlie Corwin, who has actively looked to beef up the company’s brand roster since taking the reins of the company months earlier: “Combining Pitbull’s already massive global presence with our Endemol Beyond digital dream team and our creative scripted and unscripted teams in a first of its kind deal will give us an opportunity to create ground-breaking content across all media.”
The news comes as Pitbull’s latest breakout, Timber, sits atop the Billboard Hot 100 chart for the third consecutive week. The musician-turned-entrepreneur’s career sales exceed 5 million albums and 50 million singles worldwide, and he can boast No. 1 hits in more than 15 countries.
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