THE ILLUSION OF OWNERSHIP: HOW BLACK CELEBRITIES ARE USED TO FUNNEL WEALTH TO NON-BLACK-OWNED BUSINESSES!

When Sean “Diddy” Combs, aka P. Diddy, took legal action against Diageo, the British spirits giant, accusing them of racism and discrimination, it was a striking example of a dynamic many have been talking about quietly for years. Here was a black celebrity who many believed to be an owner of the Cîroc brand, yet, in reality, was merely a highly paid promoter. This brings into sharp focus how non-black-owned businesses often use black celebrities to break into the African-American community and gain financial traction without relinquishing actual ownership or control.

The Deceptive Power of a Black Face

When Diddy became synonymous with Cîroc, a significant portion of the black community supported the brand under the assumption that it was black-owned. Diageo, a multinational company that understood the power of perception, benefited immensely from this association. This strategy isn’t new. It’s been a time-tested tactic where black celebrities are given lucrative deals to be the face of a brand, creating a sense of cultural relevance and trust that significantly boosts sales. The moment these celebrities push for a seat at the ownership table, however, the door is often slammed in their faces.

Ownership vs. Promotion: Understanding the Difference

Let’s be clear: owning a company and being paid to promote it are two vastly different things. Ownership means having a stake, an investment, and a voice in the company’s decision-making process. Being a promoter, on the other hand, means you’re a paid endorser with little to no real control over the brand’s trajectory.

Let’s break down how P. Diddy’s case is a prime example of how this dynamic unfolds. He helped turn Cîroc into a billion-dollar brand, but when he sought a larger piece of the pie, he faced resistance. This pushback wasn’t about Diddy’s lack of business acumen or ambition; it was about maintaining control and keeping true ownership within non-black hands. This isn’t unique to Diddy; it’s a pattern in various industries where black talent is the catalyst for success, but real ownership remains elusive.

Black-Owned Liquor Brands That Prove Ownership Matters

To contrast Diddy’s experience with Diageo, let’s highlight 10 black-owned liquor companies that have taken control of their narrative, leveraging their influence to create and own their brands:

1. Uncle Nearest Premium Whiskey – Yearly Revenue: $100 million (Fawn Weaver, Founder/CEO)

2. Fou-Dre Vodka – Yearly Revenue: $10 million (Owned by Chanel Turner)

3. LS Cream Liqueur – Yearly Revenue: $5 million (Founded by Stevens Charles)

4. Ten To One Rum – Yearly Revenue: $3 million (Owned by Marc Farrell)

5. HH Bespoke Spirits – Yearly Revenue: $2 million (Owned by Tobias A. Johnson)

6. Greenwood Whiskey – Yearly Revenue: $1.5 million (Owned by Julian Moxey and Don Doman II)

7. Equiano Rum – Yearly Revenue: $1 million (Co-founded by Ian Burrell)

8. IslandJon Vodka – Yearly Revenue: $800,000 (Owned by Jeff Johnson)

9. Saint Liberty Whiskey – Yearly Revenue: $700,000 (Owned by Kristina Libby)

10. Boulevard Vodka – Yearly Revenue: $500,000 (Owned by Antoine Amara)

These brands demonstrate that ownership is not only possible but essential for establishing generational wealth and maintaining control over the narrative.

Black Celebrities Who Merely Promote Non-Black-Owned Brands

Now, let’s look at 10 black celebrities who are merely promoters for non-black-owned liquor brands, highlighting the contrast between owning and just being the face:

1. LeBron James – Promotes Lobos 1707 Tequila & Mezcal (Not an owner)

2. Jay-Z – Previously associated with Armand de Brignac (Owned by LVMH)

3. Kevin Hart – Promotes Gran Coramino Tequila (Not an owner)

4. Drake – Promotes Virginia Black Whiskey (Partial ownership, not fully owned)

5. Snoop Dogg – Promotes 19 Crimes Wine (Owned by Treasury Wine Estates)

6. The Game – Promotes Avion Tequila (Owned by Pernod Ricard)

7. 50 Cent – Promotes Effen Vodka (No longer an owner, just an endorser)

8. Rihanna – Promotes Armand de Brignac Champagne (Owned by LVMH)

9. DJ Khaled – Promotes Cîroc Vodka (Owned by Diageo)

10. Nas – Promotes Hennessy (Owned by LVMH)

The common thread here is that while these celebrities may be compensated generously for their endorsements, they don’t have real ownership. They are not building equity; they are not at the decision-making table, and they do not have control over the brand’s direction.

The Double Standards in the Entertainment Industry

P. Diddy’s current legal woes might be connected to his push for ownership, something that many in the industry are not comfortable with when it comes to black individuals. The entertainment industry, as a whole, has always had an undercurrent of vice and illicit behavior, yet many of those involved in far worse activities remain unscathed. This disparity begs the question: why is P. Diddy under fire now?

Could it be that he overstepped his perceived place by challenging the status quo? The reality is that when a black man attempts to leverage his influence for genuine ownership and control, the system often seeks to remind him of his “place.”

Key Lessons for Aspiring Black Entrepreneurs and Influencers

For those seeking to leverage their celebrity or influence in business, here are 10 vital lessons to consider before stepping into any corporate deal:

1. Read the Fine Print – Understand every aspect of your contract before signing.

2. Ownership Equals Power – Aim for equity, not just a paycheck.

3. Understand Your Value – Know what you bring to the table and negotiate accordingly.

4. Seek Legal and Financial Advice – Always have a team to protect your interests.

5. Build Your Brand – Use your influence to create something that you control.

6. Don’t Settle for Less – Push for ownership, even if it means taking smaller steps initially.

7. Know Your Audience – Understand why a company wants to use your image or influence.

8. Stay Authentic – Align with brands that resonate with your values.

9. Invest in Your Community – Support and uplift black-owned businesses whenever possible.

10. Diversify – Don’t rely on a single endorsement or partnership; create multiple streams of income.

Final Thoughts

The P. Diddy and Diageo situation is not an isolated case. It is a reflection of a much larger issue where black influence is commodified, but real ownership is kept out of reach. Me speaking about this isn’t about excusing P. Diddy’s alleged actions; it’s about understanding the broader corporate landscape that often seeks to exploit black talent while keeping the reins of control firmly in non-black hands.

To break free from this cycle, aspiring black entrepreneurs, influencers, and celebrities need to educate themselves, demand equity, and build their empires with ownership at the forefront. Only then can we move beyond being just the face of someone else’s brand to becoming the true architects of our legacy.

Hit me back with your perspectives in the comment section below,

Sincerely,

LanceScurv