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We have a new entry in our swelling directory of ‘best job titles given to musicians by startups’. Reggaeton star J Balvin is now the “chief dream officer” of a startup called Oye, which is launching a bilingual wellbeing app.

But this is no vanity title awarded as part of a marketing deal: Balvin is a co-founder of the startup, whose app will offer wellness exercises and mental health advice, with a $4.99 monthly subscription providing the business model. The company has raised $4.1m in pre-seed funding to get up and running.

From TechCrunch’s launch profile, it doesn’t appear that music is directly part of the app for now – at least not in the same way it is for established rivals like Calm and Headspace. It’s not J Balvin’s first move in the wellbeing-tech space either: in 2020 he teamed up with a startup called Chopra to launch a 21-day meditation program which, like Oye, was offered in both Spanish and English languages.

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