In his new role with the worldwide fast food restaurant company, Sean “Diddy” Combs–Bad Boy Records founder, CEO and recording artist–will help beef up Burger King Corporation’s profile in the music and entertainment industry, consulting on relevant entertainment and marketing talent, as he himself is set to star in an upcoming ad campaign.

The multi-year relationship kicks off in October with a co-branded channel on titled “DiddyTV.” The interactive channel is now live with a personal video message from the Grammy-winning superstar. Fans can visit “DiddyTV” for exclusive access to music tracks and video clips from Diddy’s first solo collection in five years, “PRESS PLAY” (Bad Boy/Atlantic), in stores Oct. 17.

Burger King Corporation is also an official sponsor of Diddy’s fall 2006 cross-country CD tour. Burger King will be represented at all local market events, including consumer listening parties and special appearances by Diddy at high schools in select cities. The promotional tour will wrap up on Oct. 16 with Diddy’s return to his home base of New York City.

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