Juanmi, 22, has hit 13 goals in the last two seasons for Malaga, emerging as one of Spain's latest young talents, even winning his first cap for the national team earlier in 2015.
That has prompted interest in his signature, with the Daily Mail recently reporting that Newcastle United wanted to bring him to the Premier League having seen fellow Spaniard Ayoze Perez flourish since his move from Tenerife last summer.
However, the Magpies appear to have lost out on Juanmi's signing, with Spanish newspaper AS reporting that the forward has travelled to England ahead of a medical with Southampton.
The skilful forward, who can play out wide, behind a striker or through the middle, is on his way to St. Mary's Stadium after Ronald Koeman's men paid his €7m release clause.
That leaves Aston Villa and Newcastle to go back to the drawing board as they seek attacking reinforcements this summer, with a deal to take Juanmi to Southampton seemingly on the verge of completion.