He thought of himself as a king’: The parties that led to Diddy’s downfall

Article information
Author,Emma Vardy and Samantha Granville
Role,BBC News, Los Angeles and New York
18 October 2024
There was a time when an invitation to a party hosted by Sean “Diddy” Combs was one of the most sought-after tickets in the entertainment industry.

With guest lists that included Justin Bieber, Mariah Carey, Paris Hilton and Jennifer Lopez, it was a chance to rub shoulders with some of the biggest celebrities. Jay-Z and Beyoncé even released new music at his events.

“When Diddy winked at you and said come into the VIP section, you knew you were going to have a really good night,” Rob Shuter, who worked as a publicist for the rapper at the height of his fame, told BBC News in an exclusive interview.

Now Mr Shuter’s former star client is sitting in a Brooklyn jail cell, a short drive away from the Hamptons, where he once presided over decadent celebrity bashes.

The Harlem-born rapper has repeatedly denied any wrongdoing, whether in relation to the criminal or civil allegations.

A spokesperson denied the allegations against Diddy and told BBC News for this story that “Mr Combs remains strong, healthy, and disciplined, fully committed to his defence with the unwavering support of his family, legal team, and the truth”.

The party king who coveted royalty

Mr Shuter, who worked for Diddy from 2002-04, said Mr Combs was at a pivotal moment in his career when he started working for the rapper.

Mr Combs had founded Bad Boy Records in 1993, a label that represented some of the biggest names in hip hop – including artists like Notorious B.I.G. and Usher. In 1998, he created the Sean John clothing line that later became a cultural phenomenon. From there, he dipped into fragrances, alcohol and even set up a media company, becoming the host of multiple reality shows where he would discover new talent and make people stars.

Mr Shuter said that when he first joined the rapper’s world, Mr Combs wanted to transform his persona and elevate his career, looking to use his parties to keep himself at the centre of the entertainment industry.

“He was just figuring out that how he could get the most attention was to become the party king of New York.”

Mr Shuter said Mr Combs was obsessed with power and a deep desire to remain famous, explaining the star loved to have his photo taken and wanted to show off his lifestyle. It was Mr Shuter’s job to help keep “Diddy” at the top. Being part of his entourage, he said, was like being part of a circus – the rapper was the “ringmaster”.