Diddy unites cultures with Bad Boy Latino

Hip-hop star Sean 'Diddy' Combs is using his new record company Bad Boy Latino to unite musical cultures and hail the 'new era of Diddy'.

The music mogul - who earlier this month changed his recording name from P Diddy to just Diddy - is teaming up with Grammy-winning producer Emilio Estefan for the venture, which he predicts will take the music industry by storm.