("Diddy" is a name being used by two different artists - Sean Combs [US] (1) and Richard Dearlove [UK] (2).
(1) Sean John Combs is an American musical artist best known for his top 40 rap songs and collaborations. He is also known for his penchant for changing his name quite often. Previously, he's been known as "Puff Daddy", "P. Diddy", "Sean John", "Puff", and "Puffy".
Combs runs the record label Bad Boy Records, the clothing lines Sean John and Sean by Sean Combs, a movie production company, and two restaurants.