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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]