Rap mogul and icon Diddy has signed a deal to promote Ciroc vodka and reap 50% of all profits – likely to be in the arena of $100 million if successful.

“I’m not just a celebrity endorser, I’m a brand builder. I’m a luxury brand builder,” explained Diddy on the venture. “It is not an endorsement deal. This is something that will have my daily attention.”http://www.gigwise.com/news/38069/p-diddy-expands-his-empire-through-vodka