"The revolution will be televised," Sean Combs (aka Diddy, formerly known as Puff Daddy) told a gathering of ad executives in Los Angeles last night.The music mogul, taking a moment to remove his typically plastered-on sunglasses, delivered his pitch for his cable network, Revolt TV, in a room at the West Hollywood restaurant BOA. His comments came during a party thrown by Medialink just as the annual 4A's confab kicked off.
Mr. Combs repeated the "revolution" phrase several times, saying that he does not stop until he achieves his goals because he's a "relentless businessman."
"My whole life, I've been a great marketer," he said, insisting that he can "figure out a way to tie your brands in with music in a way that 's never been done before."
Mr. Combs said he has been blessed to embark on various entrepreneurial ventures, in music, fashion (Sean Jean) and Ciroc Vodka -- which, not coincidentally, flowed at the party.
He added that there has been a "white space" because MTV and BET no longer play music videos, while music consumption has spiked 14% (Mr. Combs didn't cite a source for that figure). "There is no place you can go on television to consume music."
Mr. Combs stressed that he has enhanced credibility because he's a musician and highly connected. By launching a cable network on Comcast, he follows in the footsteps of Oprah Winfrey's OWN -- which has stumbled a bit -- and retired NBA star Magic Johnson's still-to-be-tested Aspire on Comcast.
Thanks to the pull of Translation's Steve Stoute and Michael Kassan, Mr. Combs wasn't the only celebrity in attendance. Kim Kardashian and Larry King also mingled with the ad folk, though the crowd largely consisted of media buyers and agency executives from the likes of JWT, McCann and Grey .