Sean John Fragrances, creator of Unforgivable, the top selling men’s and women’s scent, today unveiled the campaign image of Sean “Diddy” Combs’ newest men’s fragrance, I Am King, on what continues to be the largest billboard ever to hang in Times Square, The new campaign will also appear on Los Angeles’ prestigious Sunset Boulevard, as well as other marquis billboard locations in New York, Los Angeles, and Miami. The billboard portrays Sean “Diddy” Combs dressed in a sleek, white tuxedo, with an image of his new men’s fragrance, I Am King. Impeccably put together, he is the ultimate man of power. He is daring and mysterious, refined and sexy. The new fragrance advertisement will replace what has become one of the most well known images in New York City, where Combs holds his fist triumphantly in the air.

Located at Broadway and 47th Street, the billboard is front lit, screened vinyl canvas measuring 172 X 54 feet and can be viewed while heading downtown.

Sean “Diddy” Combs said, “I am really proud of the new billboard and of the message that it conveys to everyone who gets to see it. I AM KING is not just about me, but every man. We are all descendants of kings. And if all men believe in that, we can accomplish anything. This image pays tribute to that belief, that ideal.”

Only Sean “Diddy” Combs could debut I Am King, a scent designed to inspire those who dream big and aspire for greatness. I Am King makes the ultimate statement for today’s ambitious go-getter: Here I am, in all my glory. Smell the power. Feel the success. It represents a lifestyle everyone desires to live: exclusive, it’s about greatness, being at the top of one’s game. It’s for the achiever, the inspirer, the visionary. I Am King is about a man’s strength and style, his passion and taste for life. A hunger for the extraordinary – to believe in a dream.

I Am King empowers the modern man to take on the soul of a king and conquer his biggest dreams. It is only fitting for this image of empowerment to be displayed in the most sought after site in the world, Times Square New York. The billboard image and location reflect the true power and prestige of the fragrance, the man behind it and the men who will wear it.

An untraditional fresh fruity woody scent, I Am King combines clean notes with sensual fruits and warm skin nuances. Impossible to ignore, I Am King subtly surrounds the wearer in fresh comfort and attracts women to encounter its power. The bottle, shrouded with a chrome cap, incorporates sleek edges with a hint of classic style. It is pure luxury encased. I Am King embodies the Sean John lifestyle.

Sean John Fragrances will debut the power scent in December 2008 for the holiday season exclusively at Macy’s nationwide, before rolling out to department stores in February 2009. I Am King suggested retail price is $57 USD for 1.7 oz EDT and $74 USD for 3.4 oz EDT. I Am King aftershave balm suggested retail price is $54 USD for 3.4 oz and will be on counter in February 2009 for Valentine’s Day; I Am King shower gel suggested retail price is $25 USD for 6.7 oz and the deodorant suggested retail price is $18 USD for 2.5 oz; both items on counter in May 2009 (pre-cursor to Father’s Day). Additionally, I Am King Limited Edition, a 3.4 oz EDT with storybook featuring I Am King visuals and housed in a signed lucite case, will be also available exclusively at Macy’s for $100 USD.

MTV teams up with entertainment powerhouse Sean Combs and revolutionary, Emmy Award winning producer Mark Burnett for the brand new reality series “StarMaker.” The new series will set out to find the next history making superstars. MTV and Sean Combs have been developing “StarMaker” since fall of ’07 and made the decision to bring Mark Burnett on board this spring. “StarMaker” is greenlit for January 2009.

“StarMaker” will showcase aspiring solo artists who will compete with the added pressure of living together. In the new series, Sean Combs will continue to do what he does best on the hit series “Making The Band,” spot the best talent while pushing them to their limits. But in this new format both men and women will be competing as individuals for the top spot. Sean Combs’ hand picked team of star makers will put them through the rigors of “StarMaker” boot camp which extends well beyond just a contestant’s ability to sing. In addition to having to perform in front of an audience each week the contestants will be tested on how well they handle photo shoots, deal with paparazzi, physically perform on stage and more.

“It’s a privilege to partner with Mark Burnett on my latest television venture. He is one of the industry’s best. I am confident that we will do great things together with “StarMaker” and beyond,” remarks Sean Combs.

“I’m looking forward to collaborating with MTV and Sean Combs on this new project” said Mark Burnett. “StarMaker will open the door to the tremendous amount of talent out there just waiting to be discovered. We’ve created a platform that will allow new and emerging artists a chance to showcase their talents to some of the industry’s best.”

“Sean Combs and Mark Burnett are leaders in the entertainment industry and have both been an integral part of MTV’s success throughout the years,” said Tony DiSanto, EVP Series Development & Programming, MTV. “Getting these two titans of media together, with their long history of hits across platforms but especially in TV and music is a formula for spectacle, drama and the unexpected.”

Emmy nominated executive producer for “Raisin in the Sun,” Sean Combs is the ultimate American entertainer and entrepreneur, while wearing many different hats as record producer, CEO, clothing designer, actor, rapper and much, much more. He’s made hit records, huge business deals, designer clothing and founded the chart-topping artists Danity Kane and Day26. “StarMaker” will join an already impressive roster of television shows that Sean Combs has executive produced including the hit MTV series “Making The Band,” “Run’s House” and the most recent VH1 show that he created “I Want to Work For Diddy.”

Diddy is not changing his name despite ALL the rumours going around we recorded this webisode last night on the topic:

Diddy Not Changing His Name–watch the video: