From music to fashion to food, Bad Boy Entertainment sells attitude and image. The company oversees the business interests of its founder, owner, and CEO Sean "Diddy" Combs, a music impresario, fashion designer, and business mogul. Combs' core business is Bad Boy Records, founded in 1994 with Craig Mack and the late Notorious B.I.G., which produces such artists as Jordan McCoy, Gorilla Zoe, and Cassie, as well as the music of Diddy himself. The label is 50% owned by Universal Music Group's Interscope Geffen A&M label. Combs also markets branded clothing through Sean John Clothing and operates two upscale restaurants called Justin's (named after Combs' oldest son) in New York City and Atlanta.
Diddy, who has also gone by the monikers Puffy, Puff Daddy, and most recently P. Diddy, is active in a variety of projects that complement his expanding media and fashion portfolio. In addition to the record and clothing labels, Bad Boy also oversees a movie production company and a fragrance line, and is the co-owner and marketer of Ciroc vodka through a deal with beverage company Diageo. Combs' involvement in the vodka has helped propel its sales; the spirit has grown to become a leading premium vodka brand in several markets.
Bad Boy Films activities have included TV shows such as the reality series Making the Band, Taquita & Kaui, and Run's House, which were produced in partnership with MTV Networks. In addition, the company teamed with HBO for P. Diddy Presents: The Bad Boys of Comedy, a series starring underground comedians performing before a live audience at the Brooklyn Academy of Music.
Despite these varied business interests, the company is returning to its roots and focusing on music with the upcoming release of Combs' sixth album, Last Train To Paris. After several delays, the album was released in late 2010 through Bad Boy Records. Last Train To Paris was the first release under a new deal with Universal Music. Bad Boy formed the partnership with Universal in 2009 to distribute its albums through the music conglomerate's Interscope Geffen A&M label.