How puff daddy became the highest earning celebrity in 2017 despite no album in 6years.

He needs no introduction. He is glitzy, showy and classy.

Synonymous with all white parties, yacht hangouts and champagne video moments

Puff daddy was estimated by Forbes to be worth around $820 million thanks to his successes in fashion, movies, TV, liquor branding and, of course, music.

It’s been six years since his last album; yet he earned $130 million by June 2017

He did not achieve that by waiting for royalties from his past albums, he harnessed his own personal brand into a more successful career than music alone could ever have allowed for.

These are some of the hot deals that made him richer in 2017

Brand endorsement deal with Cîroc Vodka.

People think Puff Daddy owns Cîroc Vodka, Nah he does not. It’s simply brand endorsements taken to the next level. Cîroc is owned by Diageo North America. Makers of Nigerian popular stouts and spirits: Guinness, Smirnoff ice and Baileys.

They reached out to Puff Daddy to be brand ambassador for the exotic drink, but his role went beyond posing on bill boards and holding Cîroc bottles for the Camera, He took the lead on brand management decisions, including marketing, advertising, public relations, product placement and events. It was a 50/ 50 profit split between Cîroc and Puff daddy.


Puff Daddy proven track record of developing high-end brands like his music careers, lifestyle fashion brand,  signature fragrances and producing a hit television show — all added up to make him the perfect partner for Ciroc’s lucrative endorsement.

Since his alliance with Cîroc, sales ballooned to some 2 million cases a year, making Cîroc the second-largest high-end vodka in the United States.

Major business investments

Puff daddy made major investments in two growing liquor companies Deleon tequila, and Aqua-hydrate alkaline water.

The original owners of these companies now hold minority interests and has been phased out of day to day running of the business.

He has also expanded into cable TV by buying major stakes in revolt TV making him Chairman and CEO of the cable network.  Revolt TV is like the Espn of all things hip-hop and music

Taking his fashion label global by selling majority stakes to international retailers the  global brands group

He made an estimated $70 million deal when Global Brands Group bought a majority stake in Sean John last year.  Sean John is the men’s lifestyle brand founded 18 years ago by the hip-hop Mogul.

He continues to be in charge of marketing the brand but now has a minority stake of 20%

Bad boy family reunion tour:

He made some significant chunk of cash from his Bad Boy Family Reunion tour. The Reunion Tour, gathered most of the names that built the empire: Ma$e, Lil Kim, Faith Evans, Mario Winans, Total, Carl Thomas, 112 and the L.O.X. Combined they have 35 Top 20 hits, and that’s not even taking into account their work with the late icon Notorious B.I.G.

The tour featured 25 dates at arenas like the 19,000-seat Barclays Center—which sold out Diddy’s show in seven minutes when first announced–and appearances from the likes of Jay Z and Usher


This year in 2017

His life documentary of can’t stop, won’t stop got a Luke warm reception. Some called it a vanity project for the fans.

But irrespective, he is not about to stop. This bad boy is serious about staying on top.

Presently worth 820 million dollars he is knocking at the billionaires club.

It’s all about the Benjamin’s Baby.

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