Sean "Diddy" Combs longevity has ensured two things: No matter his business ethics in the music industry, he still finds a way to draw new artists to Bad Boy. Secondly, Diddy is about his business and will go to all limits to reach the top position outside the music industry.

Diddy's deal with Ciroc Vodka explains it all. He has decided to expand his deal with the world's largest liquor company and become 50 percent owner of the brand alongside Diageo who owns the other half and also is owner of other liquor brands such as Smirnoff and Ketel One.

The deal was able to give Diageo a little extra pocket change by earning over 2 billion in sales as of 2008, and sales continue to rise.

Diddy is broadening the brand by adding new flavors such as coconut and red berry. Along with Sean Combs Enterprises, Diddy takes responsibility and control of the management decisions within the joint effort. The duties include marketing, advertising, public relation, product placements and events.

If only Diddy could keep his artists the way he keeps his businesses up and running then he would be in business.

New reports show that rumors of the release of Harlem rapper Mase might not be true due to the fact Diddy is still unwilling to release him but that the signature just allows Mase to creatively express himself more freely with other artists. No wonder why Jadakiss refers to it as Rape-N-U Records.