10 Business Moves That Pushed Hip Hop Culture

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7. Diddy Lands Deal With Diageo (2008; $100 Million)

How awesome is it to get paid $100 million to become the face of a vodka brand? In 2007, Diddy landed a deal with Diageo to develop the Ciroc brand. Since then it's turned into the vodka of choice for club go-ers, hip hop artists and pretty much anybody in between. Though hip hop artists have been endorsing alcoholic beverages for years, this was one of the first brands with a legit hip hop impresario at the helm pooling all of his resources into making it the du jour vodka brand of choice for those actively a part of the hip hop lifestyle. Years before, Dame Dash and Jay Z had tried their hands at popularizing Armadale vodka but it never quite caught on. Ciroc did. And we're pretty sure it's here to stay.

(Photo: Annette Brown/Getty Images)