By Miguel Lloyd
Recently in Atlanta, Sean “P. Diddy” Combs, went on a bit of a tirade in a party that featured recently freed rapper, T.I during the annual BET Hip Hop Awards weekend. Its a pretty normal occurrence for the “in-crowd” to move around to these events wherever and whenever they are. NBA All-Star weekend, Super Bowl weekend, BET Awards, etc.
Well for 20 years, those weekends have always include Diddy. From his days as a party promoter when he was a student at Howard. For years, one of the biggest sponsors of parties have been liquor vendors. Hennessy, Crown Royal, Absolut, etc. would have their banners all over events, along with physical promotion teams to make their brands the drink of choice for the night. Well, Diddy has “one upped” that strategy. He’s selling it himself.
Combs has recently entered a joint venture deal with Diageo to create his own Vodka brand Ciroc. He now controls a considerable percentage of not only what the partygoers are listening to (Bad Boy Records), wearing (with his Sean John clothing line), but what they are drinking as well. It has helped him grab the top spot in hip hop royalty again this year (see Forbes list of artist who have made the most money in Hip Hop). Well, one party goer dared to challenge the pied piper of rap and received the wrath of Diddy. Insert tirade here (please beware of the language)
This performance was probably more about his sales pitch, than it was about being “tough.” Regardless if the partygoers were from Bankhead or Buckhead, Brooklyn or The Hamptons, the language of hip hop is toughness, even for a guy like Diddy who you will see all over the Macy’s Christmas ads in the next couple of months dawning a tailored suit and pearly whites.
Diddy is truly a master of disguise, and has profited mightily from it for years. Don’t hate the player, hate the game.
Miguel hosts, Life Full Circle Radio each and every Wednesday night at 7pm EST. Tune in!