When your Diddyness is not hooking off on unsuspecting acquaintances, or ordering his bulky bodyguards to hook-off on unsuspecting club promoters, he is signing lucrative beverage deals like the one he just signed with Diageo PLC to help develop the Ciroc Vodka brand, which by the way is reported to be a 50/50 joint venture.

Diageo said the agreement could be worth more than $100 million for Combs over the course of the deal, depending on how well the brand performs.

“It is not an endorsement deal,” Combs told The Associated Press on Tuesday night. “This is something that will have my daily attention.“

Combs said he wanted to work with Diageo because the company understood that “I’m not just a celebrity endorser, I’m a brand builder. I’m a luxury brand builder.“

Combs said he will be responsible for everything from marketing the brand to deciding where to sell it, and will focus on attracting “movers and shakers” to the line.

“They’re looking for something that tastes like their lifestyle,” he said. “It’s that trendsetter, that hipster, someone who’s looking for luxury and looking for something better.”

“I can’t overhype someone into loving vodka,” he said. But once consumers actually taste Ciroc, “I think we can convert a lot of people.“

Well great move for your Diddyness. Who knows this might hinder him from making a “Making The Band 24″. One thing is for sure you can definitely get ready to hear a dozen remixes about Cirok Vodka.

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“American Gangster” sampler…

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She is a Banger! Mariah stopped by 106 and Park and gave Terrance, Rocsi, and the crowd a little eye candy! For more stunning pics of Mariah…. Read the rest of this entry »

Alicia Keys performed last night in Ny.

For another pic and new Alicia Keys song Read the rest of this entry »

Our girl Beyonce was photographed at a press conference in Romania. As we all know she is on a crazy world tour right now that has had her perform in Russia, Ethiopia, and plenty of other places that she is leaving B-hooked.

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The Tupac Amaru Shakur Foundation (TASF) regrets to report that a series of attacks have taken place at the Tupac Amaru Shakur Center for the Arts, 5616 Memorial Drive, Stone Mountain, Georgia. The first incident occurred in the early hours of Saturday, October 20th, when vandals defaced the building as well as tying a noose around the neck of the bronze statue of Tupac Shakur (2Pac) located in the Center’s Peace Garden. The attacks are being investigated as hate crimes by the De Kalb County Sheriff’s Office. The second incident occurred at the Center at 2:00AM Monday morning when the statue was damaged further. A male has been arrested and is currently being held in custody.

The noose hung around the statue’s neck is an imitation of other cases recently reported in the media after a surge of hate crimes. The statue was also plastered with handbills of garbled rants that include references to 9/11 and Hurricane Katrina as well as vague threats against various record companies and rappers. The manner of the attack indicates it is the work of one or more individuals.

Says Afeni Shakur; “We thank everyone for their prayers and support. Although our hearts are temporarily in pain, our spirits have already forgiven the perpetrators. Hate comes in all colors and genders therefore we will use this act of hate and ignorance to bring our community together and to pray for the healing of those who harbor such feelings. With God’s guidance, the work of the Tupac Amaru Shakur Center for the Arts and Peace Garden will continue to positively impact and transform our community.”

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