Here’s a side of Pitbull fans rarely have the opportunity to see; to watch him talk business and how he grew his brand.

Enrique Arbelaez of XL Alliance recently interviewed Pitbull following his speech at the Hispanic Retail 360 Summit in La Jolla, California late last month.

Durning their talk, Pitbull explains why empowering the Hispanic community is an important part of who he is, the importance of understanding your brand and opportunities, and the power of guerilla marketing. He also discusses his brand goals, innovation, helping others to grow and tapping into new markets.