(news.sawf.org) - Hip-hop mogul Sean 'Diddy' Combs has signed on a multi-year contract to promote boozemaker Diageo PLC's Ciroc vodka - a deal that could net him over 100 million dollars.
Combs, who also has clothing and perfume lines, will be responsible for everything from marketing the brand to determining where it will be sold.
As per the contract, the rapper will be entitled to 50 per cent shares in profits generated out of his work.
Diddy says that he will give a lot of attention to his new business venture.
"It is not an endorsement deal. This is something that will have my daily attention," E!Online quoted him as telling the Associated Press.
The 37-year-old singer has revealed that he is determined to ensure that the targeted people are aware of the premium vodka line.
"They're looking for something that tastes like their lifestyle. It's that trendsetter, that hipster, someone who's looking for luxury and looking for something better," he said.
Diddy has also said that he is convinced that Ciroc will be easy to sell once it actually crosses his target customer's lips.
"I think we can convert a lot of people," he said.