S2BN Entertainment, the international family show and event entertainment company launched by Michael Cohl, has formed a Latin-centric division that will be run by veteran Latin label executive Oscar Llord.

Llord was appointed president and managing partner of the new S2BieN Management, which will leverage S2BN's current network and infrastructure to deliver new business opportunities to Latin talent, including musicians, actors and athletes. Llord will report to a board of directors overseen by S2BN Entertainment chairman Cohl, the former chairman of Live Nation and lead producer of the upcoming "Spiderman" Broadway show, among other ventures.

In his new post, Llord will work closely with S2BN president of global music Mike Luba.

"Through S2BN Entertainment's extensive relationships and experience, S2BieN will have the ability to offer Hispanic talent new career development platforms," said Llord in statement. The former CEO of Sony's U.S. Latin music operations at the time of the so-called "Latin explosion" that broke Sony acts like Ricky Martin, Shakira and Marc Anthony. Llord left the company in 2003 and launched his own label, Ole Music. Most recently, he headed SBS Entertainment and helped produce successful shows for the likes of Aventura and Wisin & Yandel.

Bringing Llord into S2BN signals the company's very serious interest in the Latin marketplace.

"There are over 50 million Hispanics living in the United States and it is the fastest growing segment of the population," said Mike Luba. "I am thrilled to be working with Oscar, who is the man to help us tap into this burgeoning market and deliver new audiences."