Diddy inks Ciroc vodka deal

Just five years ago, Sean “Diddy” Combs asked Busta Rhymes to “pass the Courvoisier.” These days, it’s all about the vodka.

The 37-year-old hip-hop mogul has inked a multiyear deal to develop the Ciroc vodka brand – one of Diageo PLC’s superpremium lines – for a 50-50 share in the profits.

It’s the latest agreement in which a celebrity is going beyond the typical endorser role to share in a brand’s rise and fall, such as Jay-Z with Budweiser and 50 Cent with Vitamin Water.

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Diddy's boy band B5 takes on Kanye West & 50 Cent

A lot has changed since Bad Boy Entertainment’s youngest act, B5, released their self-titled debut two years ago. SOHH recently had the chance to catch up with the brother act to discuss their evolution, their newest “Making the Band” label mates, and their new CD.

Don’t Talk, Just Listen, the sophomore album from Atlanta teens Dustin (19), Kelly (18), Patrick (16), Carnell (15) and Bryan (13) lands in stores today (September 11), alongside new CD’s from heavy hitters Kanye West and 50 Cent. Despite the fierce competition, B5 is confident their project won’t escape notice.

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50 Cent dislikes Diddy and Jay-Z

The rapper – real name Curtis Jackson – has no desire to be friends with the two music moguls.

When asked if he ever feels competitive towards Diddy and Jay-Z’s business ventures, he replied: “Nah. I don’t even like them.”

The hip-hop star refused to retract his words when it was suggested they could be misconstrued, saying: “I don’t give a f**k.”

50 insisted he “respected” Diddy but won’t be phoning him to ask for advice.

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50 Cent tells why he ended beef with Diddy

50 Cent has revealed to MTV UK News he dropped his beef with Diddy after Mr Combs called him first to apologise.

The two were at loggerheads over a fluffed business deal regarding rapper Mase’s move from Diddy’s Bad Boy record label to Fiddy’s G-Unit.

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