Bad Bunny, the global reggaeton superstar, has entered the podcasting world through a new partnership between his sports management company, Rimas Sports, and iHeartMedia.
The deal, announced exclusively by Variety, involves producing original podcasts and content for iHeartMedia's My Cultura podcast network, which focuses on Latino voices and stories.
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This marks an expansion for Bad Bunny beyond music, touring, and his recent high-profile moments—like Grammy nominations and Super Bowl halftime buzz—into media production via his business ventures.
The My Cultura network, launched in 2021 in collaboration with iHeart on-air personality Enrique Santos, already hosts various Latino-centered shows. Financial terms of the agreement were not disclosed.
The partnership highlights Bad Bunny's growing influence as a cultural entrepreneur, building on his Rimas label and sports agency to create content that resonates with Latinx audiences.