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Diddy Accused of Discrimination for Ciroc Castings

Posted Mar 26th 2009 12:30PM by Latifah Muhammad
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Hip-Hop renaissance man Sean "Diddy" Combs will be shooting a new television commercial for Ciroc Vodka and only African American women with a light/fair complexion need apply, according to the casting information sent out to by Imperative Management.

The casting call, which is also open to white and Hispanic women, goes on to specify both height and size requirements, stating that only those who meet their criteria will be contacted. The management company's requirements are sparking controversy, as bloggers cry discrimination.

In 2007, Diddy announced his partnership with Diageo, the spirits company that owns Ciroc Vodka. Under the terms of their agreement, Diddy and his company Sean Combs Enterprises handles all brand management decisions for the vodka. As such, Diddy has appeared in several Ciroc ad campaigns, and also receives 50 percent of the company's profits.

Since collaborating with Ciroc, the 39-year-old has made the brand a household name. Earlier this year the company made headlines by offering New Year's Eve partygoers free cab rides in New York City's Times Square. Other notable marketing tactics also include a commercial in which Diddy used Frank Sinatra's music to bring a "sophisticated celebration" of the alcoholic beverage. The commercial does however feature African American woman of different complexions.

The mogul has yet to comment on the recent casting stipulations.

Filed under: Hip-Hop, Say What!
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178 Comments

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Jacque

The best way to show how you feel is to hit him where it hurts! Boycott all his products! He'll have more self-hate when he's dark-skinned and broke! Stop giving so much importance to these ignorant fools!

April 01 2009 at 10:33 PM Report abuse Permalink rate up rate down Reply

jerry

Hey- really- what a silly, superficial statement. Light weight liberals make a "can't we just get along" statement without realizing how silly they are. Certain groups have to look honestly at themselves and be bold enough to work together instead of relying on the worn out call of "America is a Racist County" The more Bill Crosby's, the better the whole country will be.

March 29 2009 at 3:59 PM Report abuse Permalink rate up rate down Reply

Maia

You know, I was in a lot of plays and musicals for a while, and directors would not only cast based on ability, but on looks as well. For example, in Romeo and Juliet, the director cast a lot of Italian people because the play was set in Italy. I got a part (I am also Italian) but at the time my hair was bleach-blond, and the director told me I would have to dye my hair back to its natural color for the part. Actors and Actresses and models go through this ALL THE TIME. The gain weight, lose weight, dye their hair, or just straight up get turned down because they don't match what the director is looking for. That's the price you pay to work in the entertainment industry. GET OVER IT

March 29 2009 at 2:49 PM Report abuse Permalink rate up rate down Reply

imissmyson2

I'm almost ashamed to say I'm white. It shouldn't matter what I am. The day Obama was elected was one of the best days of my life. I saw it as us growing up. Now, this garbage. Does anyone realize we will soon be a milk chocolate race, with all the intermarriage? Good for the young ones. They seem to be color blind.

March 29 2009 at 2:16 PM Report abuse Permalink rate up rate down Reply

Charmaine

That goes to show,Diddy or Sean he may go by now,will do anything to get money.He always has his hands into something such as something promotional to make money.This not one of them.For all things why it has to be acloholic beverage?It could have been a promotion for education for children or something.I seen his other ads,especially the one for his cologne called Sean.He had women around him that were not black.Why he could have all the race of man in a ad for unity for people? That will great for a clothing add or world peace.That will be cool.

March 29 2009 at 2:01 PM Report abuse Permalink rate up rate down Reply

B-Man

The entertainment business is discriminatory by definition. You’ll never change that fact. However, it is a monster created by us, but to call it “racism” is wrong. It’s “marketing” people.

March 29 2009 at 1:50 PM Report abuse Permalink rate up rate down Reply

Jim

It is shocking when a company that makes most of its money selling booze to people who are addicted to it would sink to this level.

March 29 2009 at 1:33 PM Report abuse Permalink rate up rate down Reply

traveler8484

Fish rots from the head down. He's in charge, if he doesn't know he should. Time for American's to quit passing the blame. The African-American culture has always been racist in nature. Everything is always about race and color with many African Americans. Most whites are getting sick of having thier noses rubbed in slavery and old Jim Crow history. Get over it. Go join a support group.

March 29 2009 at 1:31 PM Report abuse Permalink rate up rate down Reply

lqb503

This is not any more discriminatory than a production for a Motion Picture. If they are looking for a 12 year old female with blonde hair, should a 29 year old with brown hair be able to audition? That is rediculous.

March 29 2009 at 1:28 PM Report abuse Permalink rate up rate down Reply

carolina

i don't support d.diddy, puffy or sean combs

March 29 2009 at 1:20 PM Report abuse Permalink rate up rate down Reply