P Diddy has been around forever and he always seems to be building and growing his brand.
So it’s great to see the rap mogul enjoying the fruits of his labor aboard a yacht in Italy this week.
The Bad Boy Entertainment founder was spotted on the luxury $46 million super yacht on Wednesday.
He seemed to have little care in the world as he enjoyed a cruise with family and friends around the Italian coast.
The 47-year-old star – real name Sean Combs – is chartering the 65m boat named Double Down for $560,000 a week.
The hip hop icon went topless in some dark shorts, black espadrilles and straw fedora.
The rapper showed his daredevil side as he jumped feet-first off the deck of the boat into the ocean.
Later he whizzed around on a jet ski for a jaunt around the bay with two of his children.
Diddy was joined on the Italian trip with his girlfriend of almost ten years Cassie, 30.
The stunning ‘Me & U’ singer wore a stylish white and gold bikini and donned large hoop earrings.
The couple were joined by Diddy’s ex and mother of one of his children, Sarah Chapman.
There was certainly plenty of room onboard the Double Down yacht. It accommodates 12 people and has over eight rooms.
A glass elevator runs between all four decks.
It includes a master suite, five VIP staterooms, three twin cabins and one pullman bed. The super yacht can carry up to 17 crew members – there is even a chef to create five-star meals.
If by any chance Diddy and his guests get bored, the yacht comes complete with a movie theater, gym, Jacuzzi (on deck), spacious sundeck and swim platform with multiple water toys.
The main deck boasts a rich mahogany and a grand piano – just in case inspiration strikes and Diddy wants to produce some more hit records.
Diddy had lots to celebrate on his trip. His documentary Can’t Stop Won’t Stop: A Bad Boy Story made it to number one on iTunes.
The father-of-five also celebrated his daughter Chance’s 11th birthday.
The music mogul shared numerous clips on Thursday evening on Snapchat.
The doting dad posted a snap as he cuddled up to his daughter, writing in the caption: ‘Happy 11th Birthday to my sweetest little girl!! I love you Chance!! The world is yours baby!!’
Diddy shares Chance with 42-year-old Sarah Chapman, a businesswoman from Atlanta.
He also has a 23-year-old son, Justin Dior, with fashion designer Misa Hylton Brim.
He has a 10-year-old twin daughters D’Lila Star and Jessie James, and 19-year-old son Christian Casey with ex Kim Porter.
Last month Diddy was named Forbes magazine’s Highest-Paid Entertainer of 2017.
He raked in an impressive $130 million in a 12 month period.
This is mostly from his business ventures. He recently sold a third of his Sean John clothing line for an estimated $70 million.
He also partnered with Diageo Ciroc vodka and took part in his Bad Boy Family Reunion Tour.