Another Big Party For Diddy

November 15, 2007 10:07 a.m. EST

Miami, FL (CNS) - P. Diddy flew 100 of his closest friends to his Miami home to celebrate his 38th birthday.

The hip-hop star charted a plane for his pals, including Jay-Z, Pharrell Williams and his former lover Kim Porter, so they could attend his lavish bash.

The guests were entertained by fireworks which finished with a sign lit up in flames reading, "Diddy. The World Is Yours."

Diddy's birthday was actually on November 4 but waited until Saturday to celebrate. The bash was organized with the help of Ciroc Vodka, who Diddy recently signed a multi-million dollar deal with.

Diddy will be involved in everything from marketing to deciding where to sell the alcoholic beverage, which is one of drink giants Diageo's super-premium lines. Diddy will receive 50 per cent of the profits and could earn up to $100 million if the brand performs well.

He said, "Diageo realized I'm not just a celebrity endorser, I'm a brand builder. I'm a luxury brand builder."