The notorious name-changer has taken to calling himself Ciroc Obama, and for good reason: Through his vodka deal with beverage giant Diageo, Diddy receives an annual cut of profits and a big chunk of cash if the Ciroc brand is ever sold. With the spirit’s value soaring toward $1 billion, and stakes in clothing lines Sean John and Enyce, marketing firm Blue Flame and record label Bad Boy, Diddy may beat buddy Jay-Z, featured on last year’s cover, to The Forbes 400. Net worth: $550 million.
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