Def Jam Recordings is launching a Latin and Caribbean music division

Universal Music Group's Def Jam Recordings division is launching Roc La Familia, a new imprint aimed at the exploding urban Latin and Caribbean market.

"Everybody talks about the world getting smaller, well we are doing something about it," said Jay-Z.

"Roc La Familia will leverage the extensive resources of Def Jam to introduce fans to cultures (to which) they would not normally be exposed," Carter said. "World music has evolved as a genre; it now blends contemporary styles such as hip-hop, rock and electronica with traditional and roots music."

Carter's longtime partner in his New York studio Baseline and the 40/40 Club, Juan Perez will serve as Roc La Familia president.

Roc La Familia's acts will encompass reggaeton, reggae, calypso, tribal and West Indian music. Its product will be marketed, sold and distributed through Def Jam.

Roc La Familia will target a fairly broad variety of Latin and Caribbean styles. The label is targeting the urban Latin market, where reggaeton is really popular.