P. Diddy celebrates in style

P. Diddy flew 100 of his closest friends to his Miami home to celebrate his 38th birthday.

The hip-hop star charted a plane for his pals, including Jay-Z, Pharrell Williams and his former lover Kim Porter, so they could attend his lavish bash.

The guests were entertained by fireworks which finished with a sign lit up in flames reading: "Diddy. The World Is Yours."

Diddy's birthday was actually on November 4 but waited until Saturday (10.11.07) to celebrate.

The bash was organised with the help of Ciroc Vodka, who Diddy recently signed a multi-million dollar deal with.

Diddy will be involved in everything from marketing to deciding where to sell the alcoholic beverage, which is one of drink giants Diageo's super-premium lines.

Diddy will receive 50 per cent of the profits and could earn up to $100 million if the brand performs well.

He said: "Diageo realised I'm not just a celebrity endorser, I'm a brand builder. I'm a luxury brand builder."