D.I.D.D.Y

For a lot of us growing up in Australia in the 1990s, Puff Daddy was one of our first entries into American gangsta rap. Novelty raps had been popular before, but Puffy was one of the first mainstream American rappers to make it big here (along with, of course, Will Smith. Will SMIF!). His track "I'll Be Missing You", dedicated to the Notorious B.I.G, was a massive hit here.
What we didn't realise at the time was that Puff Daddy wasn't really a rapper. He was a promotions man. Who only rapped because he figured he could make a lot of money and help promote other products.

No one will ever include Puff Daddy/P. Diddy/Diddy in their list of the Top 10 MCs of all time. But Forbes put him at number three two years in a row in their list of Hip Hop Cash Kings.

Diddy hasn't rapped in a while. The last track I heard him on was 50 Cent's "I Get Money" remix, which featured the Forbes top three - Fiddy, Diddy and Jay-Z. Here's some of Diddy's verse:

Uh! Bo knows but Diddy did it (Yeah)
Cars, jewelry and big homes, yeah Diddy did it
Shootouts, coastal beefs, yeah Diddy did it
But my lawyers so good that Diddy got aquitted
I met J. Lopez out in St. Tropez
While you was ridin around in Miami on Mopeds
Yeaaaaaaaah! Oh you just got here,
I been doin this s*** for over ten years (Ha, Ha!)

When he started going out with Jennifer Lopez she was the less-famous one in that partnership. A year or so later and she was the most famous person on the freakin' planet. I think that relationship helped promote both of them.
Diddy doesn't rap anymore because he doesn't need to. He runs the Bad Boy Worldwide Entertainment Group. Forbes says "That enterprise is responsible for TV series like MTV's Making the Band franchise, the Sean John clothing line, the bestselling Unforgivable cologne and a pair of restaurants called Justin's, named after one of his sons."

He was also responsible for the excellent "Come With Me" track from the Godzilla soundtrack, which was surely the best example of "terrible movie, amazing soundtrack album" ever.