IT’S GOOD TO BE DIDDY

Sean Combs, aka P. Diddy, has been crowned the wealthiest artist in hip-hop, with a fortune of $475 million and he can thank his investment in Cîroc vodka for helping to put him there. The versatile rapper/entrepreneur beat Jay-Z, who has an estimated wealth of $45O million, to claim the top spot in a list compiled by forbes. The rapper and producer’s wealth is fuelled by his Sean John clothing brand, Bad Boy Worldwide record label, and Cîroc – a joint venture with Diageo – which generates his largest profit. Combs seems to have something of a Midas touch. His investment in Cîroc has paid off in spades as the French vodka has experienced exceptional growth over the last few years. Combs, who receives fifty percent of the brand’s profits, is directly involved with the marketing efforts – and whatever he’s doing, it’s working.