10 Things Diddy Made Famous

Read on—you might even pick up a little starpower yourself.

7. Diddy Lands Deal With Diageo (2008; $100 Million) - How awesome is it to get paid $100 million to become the face of a vodka brand? In 2007, Diddy landed a deal with Diageo to develop the Ciroc brand. Since then it's turned into the vodka of choice for club go-ers, hip hop artists and pretty much anybody in between. Though hip hop artists have been endorsing alcoholic beverages for years, this was one of the first brands with a legit hip hop impresario at the helm pooling all of his resources into making it the du jour vodka brand of choice for those actively a part of the hip hop lifestyle. Years before, Dame Dash and Jay Z had tried their hands at popularizing Armadale vodka but it never quite caught on. Ciroc did. And we're pretty sure it's here to stay.  (Photo: Annette Brown/Getty Images)
The Notorious B.I.G. feat. Puff Daddy and Ma$e, "Mo Money, Mo Problems"  - The larger-than-life video that defined rap's shiny-suit era, featuring Diddy and Mase floating on compressed air, Harlem-shaking it in garishly lit tunnels from the year 3000 and bigging up Tiger Woods. (Photo: Bad Boy Records)
Describing Crack’s Impact on “Things Done Changed” - If I wasn't in the rap game / I'd probably have a key knee-deep in the crack game / Because the streets is a short stop / Either you're slingin’ crack rock or you got a wicked jumpshot / S**t, it's hard being young from the slums / Eatin’ five cent gums, not knowin' where your meals comin’ from / And now the s**t's gettin' crazier and major / Kids younger than me, they got the Sky Grand Pagers / Goin’ outta town, blowin’ up / Six months later all the dead bodies showin’ up / It make me wanna grab the nine and the shotty / But I gotta go identify the body / Damn, what happened to the summertime cookouts / Every time I turn around, a n***a gettin’ took out(Photo: Everett Collection 271379A)
Remixes - Diddy likes to say he invented the remix, but this isn't really true — Pete Rock, Premier, the Dust Brothers and other producers had already logged several classic remixes before Diddy hit the scene. But Puff did change the definition of the term: before Diddy, "remix" meant the same song with a different beat; ever since the seminal "Flava In Ya Ear" remake he helped put together — which bolstered a Craig Mack hit with new verses from Busta Rhymes, Biggie, LL and others — remixes now often feature the same beat and hook but new verses from an all-star guest roster.  (Photo: Bad Boy Records)/content/dam/betcom/images/2011/06/Music-6.1-6.15/061411-music-rap-reunions-nas-diddy.jpg

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56th NAACP Image Awards Highlights

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Shiny Suits - Our eyes are still recovering from Diddy's jones for dancing around in shiny suits back in the late '90s.(Photo: Bad Boy Records)

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