He's got his own clothing line and perfume, and now Sean "Diddy" Combs is set to shill vodka. The hip-hop mogul just inked a deal to develop the Ciroc vodka brand for a 50-50 share in the profits. It's a deal that could net Diddy more than $100 million. "It's not an endorsement deal," Diddy explained to the Associated Press. "This is something that will have my daily attention. I'm not just a celebrity endorser, I'm a brand builder. I'm a luxury brand builder." Diddy is responsible for everything from marketing the brand to deciding where to sell it. "I can't overhype someone into loving vodka but I think we can convert a lot of people."