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Diddy Signs Vodka Development Deal

Hip-hop mogul Sean "Diddy" Combs is taking his midas touch behind the bar and developing a new brand of vodka, Ciroc, with spirits powerhouse Diageo PLC. The deal in place has him enjoying a healthy 50-50 share in the profits. More than simply lending his name to the project, Combs will have his hand in every aspect of it from marketing the drink, to determining where it will be sold. As Diddy told the Associated Press, "It is not an endorsement deal. This is something that will have my daily attention."

Not that he needs the cash, but Combs stands to make over $100 million on the deal, and this is just the latest extracurricular endeavor from the music heavyweight. You could actually wear his Sean John clothes out to the club and spritz yourself with his fragrance, Unforgivable, before ordering up a round of Ciroc shots. People might clown you, but you could do it.

—The ARTISTdirect Staff
10.26.07