Sean Combs, the CEO and founder of Bad Boy Worldwide Entertainment Group, is a multifaceted entertainment powerhouse. Combs oversees one of the world's preeminent urban entertainment companies, encompassing a broad range of businesses, including recording, music publishing, artist management, television and film production, recording facility, apparel and restaurants. Sean's success in music has translated into a collection of businesses leaving an indelible mark on the worlds of entertainment, fashion and fragrance – a true testament to his marketing prowess.
In 2007, Sean partnered with Diageo for a groundbreaking strategic alliance to oversee and manage all CÎROC™ lifestyle branding and marketing initiatives for CÎROC™ Vodka. 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." Since collaborating with CÎROC™, Combs has heavily contributed to make this brand a household name. "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."