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[dramatic music]

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[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 shooting

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 nigga with a hot hat

* Fronting like bad boy
ain't got tracks *

* Nigga stop that

* There's no guy slicker
than this young fly nigga *

* Nickel-nine nigga
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

* Fuck 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 murdered.

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
nigga 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 war,

the feud between
the two labels escalated.

Shortly after Tupac released
the diss track, "Hit 'Em Up,"

he was murdered.

Following Tupac's death,

it is widely believed
that Biggie's murder

the following year
was a retaliatory act.

Controversies and speculations
have followed Diddy

like a shadow,

persistent rumors linking
him to the tragic murder

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 shooting incident

at a nightclub in New York City,

resulting in three
people getting injured.

Later on, Diddy faced
legal charges,

including four counts of
illegal gun possession

and one count of bribery.

Prosecutors claim that
he offered his driver,

Wardel Fenderson, $50,000
to claim ownership

of the loaded gun 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 assault,

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&T
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 war 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 assault.

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 assault

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]