Since jumping from Villa Kennedy to stardom in 2004, the Big Boss and King of Reggaeton, Daddy Yankee, has sold over 20 million records, and has performed in hundreds of concerts around the world. In addition, he has launched two record labels, and lines of clothing, perfume, watches and shoes. He has also starred in a film, and been featured in international advertising campaigns. However, during this successful path, Daddy Yankee’s companies, El Cartel Records and Los Cangris Inc., have mostly reported an annual income of less than a million dollars or even losses. Only his concerts leave huge amounts of money after overhead expenses—profits fluctuating, but exceeding $200,000 for each one of them, according to documents reviewed by the Centro de Periodismo Investigativo (Center for Investigative Journalism), the CPI.