Grammy-winning music producer Apl.de.ap of US hip-hop group Black Eyed Peas wants to be "the Jay Z of South-east Asia".
It is a career plan he hopes to set in motion with the launch of BMBX (pronounced as boom box), an artist development and brand marketing company for South-east Asian artists.
BMBX was launched last year after Apl - whose real name is Allan Pineda Lindo - featured as a coach on reality TV singing series The Voice Of The Philippines and discovered 17-year-old runner-up, Jessica Reynoso.
Apl told M: "At first, I was thinking I wouldn't know if I'd like it because I know how TV productions work. But I've never seen so much talent!
"It surprised me and I even brought some of my friends from the US over and they said, 'Wow, what's going on over here?'"
The 39-year-old Filipino-American rapper was in town last week for music festival Music Matters, where he spoke about BMBX and his wishes for the future of music in South-east Asia.
BMBX recently signed on Filipino rock band Slapshock and Singaporean award-winning musician Kevin Lester.