Diddy's scheme isn't all about expanding his brand. The mogul claims he wants Mayor Bloomberg to use the $1 million to better his hometown. "You can take this $1 million and help open up some parks ... in Harlem or Queens or Brooklyn. Or you can get it to buy some computers for the public schools or whatever we can use this money for to help people," Diddy said in his vlog.
In addition to remixing the Times Square ball, Diddy and E! have teamed up to make sure people get home safely. Diddy is offering $10 debit cards to fund taxi rides on New Year's eve.
"As the 'Official Vodka of New Year's Eve,' it's only fitting that we take over New York, the most iconic New Year's city in the world," Combs said in statement. "I'm going to give every adult in America a taste of what it's like to enjoy a sophisticated celebration with Diddy, and what better time than while ringing in the New Year."