[dramatic music]
[Announcer] This brother
needs no introduction.
because, to be honest, it's
hard to introduce somebody
whose name changes
every other day. Okay.
But, he's reached
such a high level
of Black excellence
that as he continues
ascending the ladder of greats,
nobody can keep up.
Let's welcome the one, the
only, the chairman of Revolt.
Mr. Can't Stop Won't
Stop, Mr. Combs!
[Narrator] Sean Combs,
also known as Diddy,
is a truly influential name
in the music industry.
From his humble beginnings
as a songwriter and rapper,
Diddy's talent and
ambition propelled him
to astonishing
heights of success,
making him one of the
most influential moguls
in the business.
I'm like any audience
member that's out there
that had that dream
to be somebody
and wanting to make
this culture a career.
[Narrator] What followed
was a fall like nothing else.
Allegations of the
worst kind of crimes,
a loss of respect in the masses.
Combs' story is one of
complexity and chaos.
[bright music]
Diddy has consistently
pushed boundaries
and redefined industry standards
[Combs] There's so many
people that I wanna thank,
but most importantly,
I wanna thank music.
I fell in love with music
around the age of five.
Music at times
became my best friend
when no one else was there.
And later down the road,
music even saved my life.
[bright music]
[Narrator] His journey
in the music world has
been extremely diverse,
not content with just being
a songwriter and rapper,
he took on the role
of a talent scout,
discovering some of the
industry's brightest stars.
With an unmatched eye for talent
he played a pivotal role
in shaping the careers
of numerous artists,
elevating them to global stardom
Producing hit after hit,
he has always been
known as a star maker.
There was a great deal of
power in the palm of his hands.
[suspenseful music]
[intense music]
Born on November 4th,
1969 in Harlem, New York,
Sean John Combs became
known by various names
such as Puff Daddy, P.
Diddy, Diddy, and Puffy.
He was raised in Mount Vernon.
His parents were Janice Smalls,
a model and teacher's assistant,
and Melvin Earl Combs,
a U.S. Air Force veteran.
Despite facing challenges
during his upbringing,
Diddy's early years instilled
in him a strong work ethic
that would eventually
propel him to become
one of hip-hop's
most influential figures.
Tragedy struck early in Diddy's
when his father passed away
when he was just two years old.
Melvin Combs, unfortunately,
fell victim to a fatal sh**ting
during a drug transaction
after being mistaken
for an informant.
Though the details surrounding
his father's death were
not fully revealed to Diddy
during his childhood,
he gradually pieced
together the puzzle.
[Combs] I don't have
that a lot of memories
of my father, you know.
They say, you know,
you can't miss something
you never had so,
that's only a little ways right,
you know, there's
definitely been times as I--
I've gotten over that
I've missed my father.
[vibrant music]
[Narrator] Diddy's career
trajectory took shape
as he ventured into
the music industry,
starting as a party promoter,
background dancer,
and label intern.
However, his talent and
determination propelled him
to take on various roles,
including talent scout,
label executive, producer,
songwriter and rapper.
During the mid '90s,
he emerged as one of
hip-hop's prominent moguls,
following in the footsteps
of Russell Simmons,
co-founder of Def Jam Records,
Diddy's empire dominated
the charts at the time,
leaving a big impact on
the future of rap music.
[vibrant music]
If you ask a group of
people what hustle is,
you're probably gonna get
a lot of different answers.
What I think is doing
whatever you need to do
to become successful.
It takes focus, determination,
and playing the
game a little harder
than everybody around you.
Sean P. Diddy
Combs is a hustler.
As a matter of fact, he's
what I call an extreme hustler.
He's a producer, a
performer, an actor.
He has created a clothing empire
and he's also responsible
for one of my favorite vodkas.
[Narrator] In 1993,
Diddy made his mark
in the music industry
by establishing his own
production company,
Bad Boy Entertainment.
Collaborating with both rising
and established talents
in rap, hip-hop and R&B,
such as Mariah Carey,
Boys II Men, Lil' Kim,
Aretha Franklin, Mary J. Blige,
Faith Evans and Biggie Smalls,
Combs showcased
his keen eye for talent
and instinct for
producing hit records.
His contributions earned
him the prestigious title
of ASCAP's "Songwriter
of the Year" in 1996.
[Combs] It was an honor,
I would say that last year,
I had a great time.
-[Reporter] Yeah?
- I'm glad
they invited me back.
- [Reporter] Yeah.
What's your favorite
thing here about MTV?
What is it about being
to the people tonight,
the audience, the
show, what's up?
What's hot about it?
It's like the categories
and the way they pick
the winners is so different.
It's so on the edge.
It's more entertaining,
more of an entertaining
award show.
[Narrator] Not content
with only producing
and remixing tracks
for other artists,
Diddy decided to venture into
his own solo career in 1997.
He released his debut single,
"Can't Nobody Hold Me Down,"
which soared to the
top of the U.S. charts,
holding the number one
position for almost two months.
On the hot track
Melt like it's hot wax
Put it out all the stores
Bet you could shop that
That's right Leave
a n*gga with a hot hat
Fronting like bad
boy ain't got tracks
n*gga stop that
There's no guy slicker
than this young fly n*gga
Nickel-nine n*gga
floss you die quicker
Did fed time outta
town pie flipper
Turn Cristal into
a crooked-I sipper
Everybody wanna be fast
See the cash
f*ck around they weak staff
Get a heat rash
Anything in bad
boy way we smash
- We smash - Hundred G stash
Push a bulletproof E-Class
[light music]
[Narrator] This
marked the beginning
of a tremendously
successful journey for Diddy
as a solo artist.
By this time, Bad Boy
Entertainment had earned
a staggering $100
million in record sales
and secured a lucrative multi-
million dollar management deal
with Arista Records.
[light music]
Tragedy struck in 1997
when Combs' close
friend and collaborator,
Biggie Smalls was
tragically m*rder*d.
In response, Combs paid
homage to the late artist
by recording the tribute
song, "I'll Be Missing You."
It seems like yesterday
we used to rock the show
I laced the track
You locked the flow
So far from hangin'
on the block for dough
Notorious, they
got to know that
Life ain't always
what it seem to be
Words can't express
what you mean to me
Even though you're gone
We still a team
Through your family
I'll fulfill your dream
In the future,
can't wait to see
If you open up
the gates for me
Reminisce some time
The night they
took my friend
Try to black it out
but it plays again
[Narrator] The track soared
to the top of the
Billboard singles chart,
reigning supreme for
an impressive 11 weeks.
This heartfelt tribute also
served as the launching pad
for Combs first solo album
titled, "No Way Out", 1997,
which achieved platinum status.
The album
solidified its position
as a commercial success,
becoming the third
bestselling LP of the year.
It's "All About the Benjamins"
and "Been Around the World,"
reached number two.
Wanna do
Wanna be ballers
Shot-callers brawlers
Who be dipping in the
Benz with the spoilers
On the low from the
Jake in the Taurus
Trying to get my hands
on some Grants like Horace
Yeah living the raw deal
Three course meals
Spaghetti,
fettuccine, and veal
But still everything's
real in the field
And what you can't
have now leave in your will
But don't knock
me for trying
[Narrator] The album also
saw widespread critical success
with Puff Daddy being nominated
for five awards at the
40th Grammy Awards,
winning the Grammy
Award for Best Rap Album.
It remains his bestselling album
with over 7 million copies
shipped in the United States,
and it's still considered
a classic hip-hop album.
[light music]
Of course, success
also meant rivalry.
As other New York hip-hop
record labels were also emerging
in the same period of time.
[light music]
In the early '90s, the
genre experienced a shift
with the rise of G-funk
represented by
Dr. Dre's iconic album,
"The Chronic" in 1993.
The release not only introduced
the world to Snoop Dogg,
but also brought immense
success to Death Row Records,
the label behind the album.
This period witnessed
the commercial dominance
of Dre, Snoop, and the
signing of Tupac Shakur.
[light music]
Meanwhile, New York
City's hip-hop scene remained
vibrant and impactful,
boasting acts such as
the Wu-Tang Clan, Nas,
and a tribe called Quest,
whose landmark albums
continued to shape
the genre's landscape.
However, the likes of Dre, Snoop
and Tupac enjoyed
omnipresence on MTV
and achieved unparalleled
commercial success.
Snoop's debut album,
"Doggystyle" made history
as the fastest selling
hip-hop album at the time.
With over 800,000
copies sold in its first week.
[dynamic music]
The album singles,
including, "Who Am I
(What's My Name)?"
And "Gin And Juice,"
saw to the top of the charts
and enjoyed
significant radio airplay,
"Doggystyle" like "The Chronic,"
featured a roster of talented
rappers associated with
or signed to Death Row Records
such as Daz Dillinger,
Kurupt, and Nate Dogg.
However, following Dre's
departure from the label,
Snoop encountered restrictions,
realizing that Death
Row practically owned
his creative output
for a specific duration.
Consequently, he refused
to produce further tracks
for Suge Knight in Death Row
except for the provoking
song, [beep] "Death Row"
until his contract expired.
Well, Snoop came
along when it was a time
when rap was a
little bit different.
It was, you know,
it was the hip, hop,
the hippy, dippy, hippy, hip.
He came across with
a whole new thing.
It was a gangster
rapping, you know,
it just flipped the whole
hip-hop thing upside down.
First, one of the first artists
to steal 34 million
records right off the top.
So he was the first one I call.
So now I call him
The Father of Rap.
[laughs]
[Reporter] Hey, he is.
Yeah, that's the reason
why all colors, all ages,
all genres could relate
to Snoop Doggy Dogg.
[upbeat music]
[Narrator] However, in 1994,
Bad Boy Records emerged
in the limelight
with the release
of the Notorious
B.I.Gs debut album.
"Ready To Die" sold
over 4 million copies.
This success was followed
by even greater triumphs
as Bad Boy Records
consistently delivered hit after hit
with albums from Puff
Daddy, Mase, Faith Evans,
and other notable artists.
[upbeat music]
The West Coast versus East
Coast feud is a legendary rivalry
that has defined the landscape
of hip-hop for decades.
Rooted in the 1990s,
this intense conflict pitted
prominent rap artists from
both coasts against each other,
igniting a battle for
supremacy, lyrical dominance,
and cultural influence.
With iconic figures
such as Tupac Shakur
representing the West Coast,
and the Notorious
B.I.G. leading the charge
for the East Coast,
tensions escalated to a
level that transcended music,
encompassing personal
rivalries, tragic losses,
and a clash of
distinct artistic styles.
There was a downside to
Bad Boys rise as it sparked
the notorious East Coast
versus West Coast feud,
which is believed by
some to have played a role
in the tragic deaths
of Tupac Shakur,
and the Notorious B.I.G.
[soft music]
This feud, which captivated
the hip-hop culture
of the 1990s was a mix of
violence and sheer horror,
leaving behind the loss
of two immensely
influential rappers.
[soft music]
During the 1990s, the hip-hop
landscape was vastly different
from what it is today.
The rivalry primarily revolved
around two record labels,
Death Row Records
on the West Coast
and Bad Boy Entertainment
on the East Coast.
Each label boasted its
roster of stars with Tupac
signed to Death Row and
Biggie signed to Bad Boy.
These artists
dominated the rap charts
along with their associates
such as Snoop Dogg,
Dr. Dre, Suge Knight, Lil'
Kim, Faith Evans and Diddy.
They achieved
unprecedented record sales
with their feud ironically
fueling their commercial success
It's important to note
that the so-called East
Coast versus West Coast feud
was not truly about the
geographical regions themselves,
but rather about
specific states:
New York and California.
While Baltimore is technically
situated on the East Coast,
Tupac's residence there
suggest that he had harbored
no animosity towards
rappers from Baltimore,
Philadelphia, or Miami.
His grievance was specifically
directed towards New York.
[groovy music]
Interestingly, the
regional feud had its roots
in the friendship between
Tupac and Biggie,
who were two of the biggest
rap stars in the United States,
alongside being close friends.
Tupac who was born in New York,
held no initial animosity
towards the city.
However, a single incident
changed everything.
[groovy music]
Yeah, I like to think I'm
rebel. I'm revolutionary.
I like to think, I like
to bring change.
[groovy music]
[Narrator] From
his teenage years,
Biggie began rapping
to entertain the people
in his neighborhood.
He had no serious intentions
of pursuing a music career,
but his tape somehow made
its way to the Source Magazine,
who was so impressed by it
that they featured him in
their Unsigned Hype column
in March of 1992.
This exposure led to Biggie
being approached to collaborate
with other unsigned rappers.
P. Diddy, who was then
working as an A&R executive
and producer for Uptown Records,
heard about Biggie's recording
and arranged a
record deal for him.
However, P. Diddy
left Uptown soon after,
due to a falling out with
his boss, Andre Harrell.
He went on to establish his
own label, Bad Boy Records,
and by mid 1992,
Biggie had joined him.
Before Biggie had the chance
to release anything
under Bad Boy,
Uptown Records
released some of his music
that he had recorded during
his brief time with the label.
One notable release was a remix
of Mary J. Blige's "Real
Love," in August 1992,
which featured a
guest verse from Biggie.
In June, 1993,
Uptown Records released
Biggie's first solo single,
"Party and Bullshit."
[Biggie] Okay here we go.
I was a terror since
the public school era
Bathroom passes, cutting
classes, squeezing asses
Smoking blunts
was a daily routine
Since 13, a chubby
n*gga on the scene
I used to have
the trey-deuce
And the deuce-deuce
in my bubble goose
Now I got the MAC
in my knapsack
Lounging black
Smoking sacks up
in Ac's and Sidekicks
With my sidekicks
rocking fly kicks
Honeys want to chat
But all we wanna know
is where the party at
[Narrator] During this time,
Biggie Smalls had his
first encounter with Tupac.
The meeting took
place at a party hosted
by an LA drug dealer,
and they bonded over
food, drinks and smoking.
Tupac, who was already
an established artist,
became a mentor to Biggie,
and at one point,
Biggie asked if Tupac
would become his manager.
However, Tupac advised
him to stick with Diddy,
believing that he would
help him become a star.
Around the same time, Biggie
was facing financial concerns
as he became a father
to his daughter, T'yanna,
with his high school
sweetheart, Jen.
It had become reported that
Biggie returned to drug dealing
until Diddy intervened
and put a stop to it.
In 1994, while
working on his album,
"Me Against the World"
and collaborating
with East Coast artists,
Tupac traveled to New York.
He was invited by a man
named Ron G to record tracks
with two up and coming rappers
named Booker and Little Shawn
at Quad Studios.
However, upon
leaving the building,
Tupac was ambushed
and shot multiple times.
He believed that the attack
was orchestrated by Biggie,
and this incident marked
the beginning of their feud.
[groovy music]
With Tupac forcing
his record label
and crew to take sides in
what he considered a w*r,
the feud between the
two labels escalated.
Shortly after Tupac released
the diss track, "Hit 'Em Up,"
he was m*rder*d.
Following Tupac's death,
it is widely believed
that Biggie's m*rder
the following year
was a retaliatory act.
Controversies and
speculations have followed Diddy
like a shadow,
persistent rumors linking
him to the tragic m*rder
of the legendary
rapper, Tupac Shakur,
have cast a shadow
of uncertainty
over his otherwise
remarkable career.
Though vehemently denied,
these allegations continue
to fuel debates and intrigue
within the music community.
[groovy music]
In 1999, Diddy released
the albums, "Forever,"
"The Saga Continues..."
and "Press Play,"
all of which achieved
great commercial success.
-[Reporter] Welcome to London.
-[Combs] Thank you.
[Reporter] You're
not here for very long.
I realize a very brief
little trip to our capital,
isn't it, at the moment.
- [Combs] Yeah, yeah,
a couple of hours.
A couple hours just
to come speak to you
on the way home.
-[Reporter] What can you do
in a couple of hours in London?
Have you got your
plan worked out?
Where you gonna go?
-What you gonna do?
-Yeah, I mean,
I had a couple of interviews
I had to come speak to you,
which was very important.
And we're having a celebration,
you know, for my album,
I'm going number one
in the United States,
having a celebration out
here somewhere on a--
-at a undisclosed location.
-[both laugh]
And then right at
the end of the night,
I'm gonna just go jump on the
jet and go back to New York.
Single number two of the
albums is gonna be the one
with Christina Aguilera.
- Yes, yes.
-[Reporter] When you work with
some finepeople you mentioned
before but Christina Aguilera--
-Yeah.
-Very jealous.
[Diddy chuckles]
You know, Christina,
she definitely has one
of the greatest voices,
you know, in music right now.
Tell me
What you thinking about
When got me
waiting patiently
And usually I don't
have to wait for nobody
Boy there's
something about you
That really got
me feeling weak
And I'm trying to find
the words to speak
Boy I got my eyes on you
So tell me what you wanna do
I can picture you in my room
Until the morning
[Narrator] However, along
with fame came trouble.
In December 1999, Combs
and his then girlfriend,
actress/singer, Jennifer Lopez,
were allegedly involved
in a sh**ting incident
at a nightclub in New York City,
resulting in three
people getting injured.
Later on, Diddy
faced legal charges,
including four counts
of ill*gal g*n possession
and one count of bribery.
Prosecutors claim that
he offered his driver,
Wardel Fenderson,
$50,000 to claim ownership
of the loaded g*n
found at the crime scene.
The trial began in
late January 2001.
On March 16th, 2001,
Combs was acquitted of all
charges, as was his bodyguard.
However, his protege,
rapper, Jamal Shyne Barrow,
who was accused of
firing inside the nightclub
and injuring bystanders,
was found guilty of as*ault,
reckless endangerment and
criminal possession of a weapon.
[upbeat music]
In addition to his
success in music,
Combs had established
himself as an actor
and executive producer in
the film and television industry.
[Combs] Yeah, so it's
an Oliver Stone movie
that's gonna be on
Warner Brothers,
and I'm not totally
sure if I'm doing,
everybody's just
rushing so quick with it.
But it's a movie about football,
the Oliver Stone-- done
the Oliver Stone way.
It's about this young Black kid
and this older coach,
and it's kinda fly.
I'm gonna let Oliver
tell y'all the rest of it,
'cause I may not be in
it, I don't wanna spoil it.
I feel great, I feel great.
I'm like kinda speechless
in the sense of, you know,
we just won for
"Undefeated" documentary,
Best Documentary,
and I'm just here,
I wanna hurry up, get in there,
have a drink and celebrate.
[reporter faintly speaking]
I didn't really expect
to hear it to win
'cause I never expect an
award shows to actually hear it.
So hearing it, I was
in shock for a second.
I didn't know really what to do,
but, you know, I just
yelled and screamed
and I was, I'm happy.
-[Reporter] You're in
deep party campaign.
-Yes.
-[Reporter] About to break--
[loud music drowns out speaker]
- Yes.
-[Reporter] Favorite memories?
[reporter faintly speaking]
Ah, man, I mean,
I mean, I think that
the Vanity Fair Table,
coffee top books
kind of say it all.
If you really go in,
it's hard to explain,
like that's the best way.
When people ask me
about it, I say, you know,
get one of the
coffee table books
and the intimacy of
this party, the exclusivity.
And it's true old Hollywood
done in a contemporary style.
[Narrator] He has
appeared in numerous films
and partnered on TV series
like "Making the Band 2."
He has also executive produced
acclaimed documentaries
such as "Undefeated" and
"Mandela: Long Walk to Freedom."
[upbeat music]
In 2013, he launched Revolt,
his own music television network
and established Revolt Films,
a production company known
for its successful
projects like "Dope."
The Summit is about
a discussion, you know,
we want to elevate it and
open up the conversation
to be more than just about music
to be about our culture.
As big as the industry is,
like, we don't really
come together.
Like we have the
Google conferences in,
we have the, you know,
the different conferences
around the world,
but we don't have
conferences for hip-hop
and the business of
hip-hop and the culture.
And so this is
here to fill that void
and you know, to be
able to bring it here,
started in Brooklyn,
then go to Atlanta,
and then go to LA, you know,
you know, I think it's important
because that's what
gave birth to me.
Conferences like
this gave birth to me
and also other
executives like myself.
I think information is the key.
I think we're in a
renaissance right now,
and I think there's a whole
new generation of entrepreneurs
that need information,
that need guidance,
that need to put some
support behind their dream.
And that's what it's about.
It's about going from, you know,
just making hit records to
steppin up to the responsibility
of sharing the information
and the power to information.
It's empowerment,
it's unification,
and it's also, bringing us
together in a form of ownership
and also educating us, you know,
and I think it's
needed for the culture.
Well, first of all, Revolt,
what I love about
the word Revolt is that
it's really about
being a disruptor.
And I'm a disruptor,
so of course, first of all,
anything that Diddy does,
I wanna be a part of it.
Second of all, I
remember attending
the first Revolt
Conference n Miami.
And what I really love is that
it's not one of those
boring conferences
or a boring summit
where you sit around
and listen to [beep] that
you really don't care about.
On top of that, the
"Dream In Black" campaign
that I've seen from AT&organically really integrating
our culture into what
matters to us is just amazing.
So when they invited
me, I had to come.
Revolt has definitely
put themselves
as a skeletal brand out here
for culture and pushing
the conversation,
so I'm just here to help.
Yeah, 'cause I think we
need to remind ourselves
that we have platforms
that actually celebrate
what we're doing out
here in our own time.
You know, a lot of times,
whether you're influencer
or artist or visionary,
we're just creating,
we're posting on Instagram,
we're showing all we have,
but, you know, events like
this kinda give us a platform
where we can all be together
and kind of talk about
what we're doing.
So I think we're
organically creating culture
and Revolt and AT&T are
able to help us curate that.
[soft music]
[Narrator] Throughout the years,
Combs also demonstrated
his commitment
to making a positive
impact on society.
He founded Daddy's
House Social Programs,
an organization dedicated
to assisting inner city youth
through initiatives such
as tutoring, life skill classes,
and an annual summer camp.
Additionally, he
joined forces with Jay-Z
to pledge $1 million
for the support
of Hurricane Katrina
victims in 2005,
while also, donating clothing
from his Sean John line
to those affected.
[soft music]
Diddy's partnership with
CIROC Vodka showcases
his business ingeniosity.
In 2007, he entered into a
50-50 partnership with Diageo,
the parent company of CIROC,
and turned it into a
massively successful brand.
Within a year, the brand's
production skyrocketed
from a few thousand
bottles to 2 million cases.
I mean, I think it's no
puzzle that, you know,
I have, and a couple of other
counterparts, have
affected this industry.
Whether it was our
support of Cristal
and them not appreciating us,
which shouldn't really
drink Cristal anymore,
doesn't really taste good.
Drink CIROC.
[Attendee] Oh. [laughs]
I'm trying to tell you if you're
wondering, drink CIROC,
it tastes better, especially,
I'm gonna tell you about my--
I have a drink called The Diddy.
It's the bestselling drink
in my Justin's Restaurants,
and it's made by CIROC Vodka
and mixed with lemonade,
pineapple and cranberry juice.
And you mix that up
with a little bit of sour mix
and trust me, you'll
be all right, you know,
[attendees laughing]
but drink responsibly.
But you know, we have affected
from the "Pass the Courvoisier"
with the sales on that going
up over 30% during a time
when that category
was going down
to what we were
able to do with Cristal
to even now with the impact
we've been able
to have on tequila,
you know, this is an
organic progression.
It just took me time
to find something that,
you know, I believed in.
And, but I wouldn't say
that I'm gonna market it
to African Americans.
I'm not gonna market it to
rappers or hip-hop listeners.
I'm going to, I mean, you know,
anybody that wants
something better, you know,
anybody that's out
there in the lifestyle,
drinking responsibly and they
looking for something better,
this is gonna be
their drink of choice.
-[Reporter] Introduce--
-I think that would be
too easy for me to do.
I'm really coming to do things
better every time I do things
like revolutionize the game.
[gentle music]
[Narrator] This venture not
only transformed the image
of luxury within the
hip-hop community,
but also positioned
Diddy as a key figure
in the realm of rappers
turned spirit entrepreneurs.
[gentle music]
Yeah, I think that
one of the things
when we hear this concept,
the artist celebration,
the artist celebration
is in the details.
If you come to any of my
function, it's about the details
It's about the right
lighting, the right music,
the right ambiance,
the right people.
And I think that, I think this,
the industry has tackled,
you know, drunk driving,
and not driving drunk.
I think it's a bigger platform
that we're gonna talk about,
which is drinking responsibly.
You have to know when
you've had your limit,
when you know it's too far,
when it's not
healthy for your body.
And I think that body's also,
by me having this platform,
I will be able to create
a unique creative PSAs
and also, gather a great
group of people around,
making this something
that is a public mission
to make sure that when people ar
and they're of age, that
they drink responsibly.
That they don't,
they're not in close trying
to drink their sorrows away
or going too far
and they're not,
it's just about going too far.
I take pride of being
an ambassador of cool,
and when you see somebody
and they've had one too many,
that's one of the most
unsexy looks you could have.
And it does not fit in
the art of celebration.
And we will not
have that at CIROC.
-[Reporter] That's--
-[Combs] This is
a very exciting time.
I'm from Harlem and
Mount Vernon, New York,
and, you know, to grow
up in those neighborhoods,
we always saw Times Square
as something that
was so overwhelming.
And to now be able to take
over Times Square, you know,
as a New York boy,
I'm just proud and
happy to be here.
This is truly a
humbling experience.
The whole campaign is
about step into the circle,
it's about the inner circle.
So when I talk
about this circle,
I talk about my inner circle of
We about to do it, I love
my friends and I love y'all.
Let's go!
[gentle music]
- [Narrator] In
2009, Combs formed
and produced the musical group,
Diddy - Dirty Money,
which released
their debut album,
"Last Train to Paris," in 2010.
-[Combs] Yes.
-[Reporter] What can--
and what to expect?
I mean, an experience,
we're gonna perform
a couple of new songs,
you know what I mean?
We're gonna do some old songs,
some old bad boy songs
gonna help Diddy with, of course,
a little medley or something.
I mean, we're gonna
have fun tonight
-when we show up.
-I hope people ready to sweat
because we might
go over our time.
We might just have a good time
-out there tonight.
-Yeah.
[Reporter] Now Dawn, you
are a set artist in your own right.
How part is it, how important is
for you to be part of the group?
I mean, well, I was a
part of a group before,
you know, so it was,
but this is a whole
different level
of awesomeness right here.
But you know what? It feels good
I always, like Puff says, it
feels good to work with a team.
I'm better with a team and
these people make me better
and I just feel like my
lighting looks better
when I have two
people next to me.
Things just look
a little bit better
when I have people that
have support with me.
So it feels good.
And to be here and have y'all
see how greatly we really are
and what we could be,
we sharing it with y'all first.
So y'all get the raw and
uncut, new, dirty money.
I mean, how great is that?
[gentle music]
[Narrator] While many
of his friends ventured
into the clothing industry,
Diddy distinguished
himself by infusing his brand
with elements of
luxury and grandeur.
This approach
mirrored his strategy
and subsequent ventures
wherein he provided his clientele
with aspirational products
and fulfilled their desires
with what he refers to
as a supreme product.
Hey everybody!
-Hello.
-[Man] How y'all doing?
Welcome to Macy's.
[Combs] This has been a
partnership of over 13 years
that is constantly
and still evolving in
a positive direction.
Today, us opening
up our own shops,
it will give us our
own unique identity
and give you a piece of
the lifestyle that we're trying
to also give you through
the clothes and apparel.
This is the first of many
shops that we hope to open
in the 400 doors that
we're in with Macy's.
And I just look
forward to the future.
Yes, you got the big one.
[camera clicking]
Go.
[camera clicking]
There you go.
[crowd applauding]
Thank you so much.
All right, come in everybody,
Come on in everybody.
Come look around.
[gentle music]
[Narrator] As a result,
Diddy received the prestigious
"Menswear Designer of the Year"
from the Council of Fashion
Designers of America in 2004,
making him the first Black
designer to be honored
in that category since 1981.
This disruption in the
industry's landscape continues
to influence the present day
as Fashion Week shows
prominentl feature creators of color
who seamlessly blend
street wear and high fashion.
[gentle music]
[Reporter] You're a man
known for his fashion sense.
You obviously have
your own fashion range,
which has done really well.
People may not know
that you've won awards--
- Yeah.
-[Reporter] Year in, year out
for your clothing line,
haven't you as well?
Yeah, I won the,
they call it the Oscar
of the Fashion Awards.
It's called CFDA Award,
and it's a top honor you
could get as a designer--
[Reporter] Not bad, though uh,
I was hoping maybe you
could give us some tips.
I mean, I struggle
as you can see.
-I was thinking.
-No, I mean, to be honest,
you look right,
the look that you have
on right now is really in,
it's really chic.
It's really the trendy
look right now,
you know, three piece
suits are in, heavily,
especially with jeans or
with corduroys or, you know,
dressing it up or dressing down
the way you want it to
dress up or dress down,
you know, a little bit
of dirt on your sneakers,
-gives some character.
-[Reporter] Wuite a lot of dirt.
I think you've be too kind there
I am quite, very dirty
sneakers gives you
a lot of character. [laughs]
[Reporter] I took the
waistcoat look from you
and Justin Timberlake.
I thought if he can
rock it, I'll give it a go.
- Yeah, yeah, yeah.
-[Reporter] Doesn't mean I can
dance like him and I don't quite
get the girls like he does but--
Yeah, yeah, yeah, yeah, yeah.
[Reporter] worth
a shot, isn't it?
Yeah I mean, you look
good. It's a great cut.
I mean, definitely the
British are known for
some of the best cuts
in the world on suit, so,
and you look good, man.
[Reporter] Oh,
thank you very much.
[Narrator] The brand's
unapologetic defiance
of conventions has
become the new standard.
And Sean John can be credited
with blurring the boundaries
between different styles.
Sean Combs continues to
embody the same determination
and entrepreneurial spirit
in his philanthropy endeavors
and political activism.
Recently, he took a
leading role in responding
to the water crisis
in Flint, Michigan,
by pledging 1 million bottles
of his AQUAhydrate water
and providing long-term
assistance to the area.
When I tasted this water,
I fell in love with this water.
It was that simple.
I really do not like the taste
of a majority of the waters
that are on the market.
I'm just a regular consumer,
looking for something always
that makes me feel good
and tastes good.
But the real story behind
my involvement is that
I grew up in Harlem, New York,
and the favorite beverage
of Harlem was Kool-Aid,
Kool-Aid, all flavors
made with a half a pound
of bag of sugar.
[attendee laughs]
And throughout the years,
that was my beverage of choice.
I would never drink water.
That's why I have so much flavor
-[reporter laughs]
-and so much-- [laughs]
[reporters laughing]
But no, I was a Kool-Aid kid.
I never drank water.
As I started getting older
and as I started having kids,
the importance of having balance
in my life became
more important to me.
Water, the different
waters tasted like chemicals.
They didn't what this
water has, the alkalinity,
the pH level, the
balance that I need.
So I fell in love
with this water,
and that's the most
important thing for me
as far as getting into a busines
is falling in love
with something
that will naturally
be in my lifestyle.
I knew that this was the water
for me to be in business with
because my kids loved it.
I have six kids and once I
saw them starting to drink water
because they have my DNA
and they were also Kool-Aid kids
it was something that,
it was proven to me that
we could have success in it.
Mark is probably the
only person I could say
that works harder than me,
that knows how to
market as good as me.
And this is a w*r
that we're gonna take
all the way to the top.
[gentle music]
[Narrator] In August 2016,
Combs launched the Capital
Preparatory Harlem School,
a charter school he
founded in Harlem, New York,
further exemplifying his
commitment to education.
[singer vocalizing]
Undoubtedly, Diddy
is an influential mogul
who has left an undeniable
mark on the music industry,
particularly in hip-hop,
but it was not to last.
[suspenseful music]
In the same year, a
video was released,
the video appears to
show Combs assaulting
his former girlfriend,
Cassandra Ventura,
in a Los Angeles hotel hallway.
- I was-- [beep]
I mean, I hit rock bottom,
but I make no excuses.
My behavior on that
video, it's inexcusable.
I take full responsibility
for my actions in that video.
[Reporter] Now,
Combs shared that video
on social media this morning.
He's reacting to this 2016 video
that came to light on Friday
showing him punching and
kicking his longtime girlfriend
and protege, Cassie Ventura,
in a hallway of this hotel.
[Narrator] Since this incident
many allegations have risen,
claiming Combs had been involved
in the sex trafficking industry
alongside sexual as*ault.
Music producer, Rodney Jones,
filed a similar suit to Cassie's
alleging Combs abused
him over a year long period
while he lived on Combs
property as a collaborator.
The suit did not
come to fruition,
but it did act as a spotlight
on Combs' potential misdoings.
Further claims came
from plaintiff April Lampros,
regarding Combs'
alleged sexual as*ault
between 1995 and 2001.
Similar claims
were also provided
by former model
Crystal McKinney,
who claimed the rapper drugged
and sexually
assaulted her in 2003.
Combs response to the onslaught
of further allegations
have remained as such,
"Let me be absolutely clear,
I did not do any of the
awful things being alleged.
I will fight for my name,
my family, and for the truth."
After the allegations,
Combs stepped down
as chairman of Revolt,
alongside receiving
a colossal amount
of negative media attention.
Combs' honorary degree
from Howard University
was subsequently revoked.
Furthermore, the mogul
was axed from Miami.
The statement from
Commissioner David Suarez
goes as followed;
"As long as I am a city
commissioner of Miami beach,
women beaters, sexual predators,
and pedophiles will
have no place in our city."
As of summer 2024, Combs
has not been formally charged
or accused by federal
prosecutors of any crime.
Many of Combs' friends have
distanced themselves from him
whilst others remain loyal,
eager to support the artist
against the allegations.
Sean Combs is a
complicated individual.
On one hand, he demonstrated
a visionary approach,
showcasing his ability
to recognize talent
and seize opportunities,
from founding his label
to pioneering successful venture
like CIROC and Sean John,
Diddy's entrepreneurial spirit
has made him a trailblazer.
On the other hand,
the scandals and allegations
have undoubtedly impacted
the rapper's image.
With his admittance to
assaulting his ex-girlfriend
to receiving a jaw-dropping
degree of allegations,
it's no surprise that
P. Diddy has become
one of the most talked about
names in the music industry
for better or for worse.
[tense music]
[gentle music]
[dramatic music]
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