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MIAMI (AP) — Musical artist Marc Anthony is forming a new entertainment company called Magnus Media.

Focused on leveraging the power of top Latino content creators around the world, the Miami-based company announced Thursday that it will be involved in artist management, music publishing, digital content creation, film and television production and entertainment marketing.

Anthony said in a release: “Magnus is a company that is long overdue. It’s simple, really. Latino artists are among some of the world’s biggest brands.”

Anthony has partnered with veteran talent agent Michel Vega to serve as the new company’s chief executive officer.

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