Seam "Diddy" Combs
Purchased in 2014 by a joint venture between business mogul and international icon Sean Combs and the world's largest spirits company Diageo North America Inc., DeLeón Tequila defies conventions to establish a new standard of luxury in tequila. Courtsey of Combs Wine & Spirits

Sean “Diddy” Combs and DeLeón Tequila officially announce a partnership with Billboard that includes the introduction of the DeLeón 100.

The DeLeón 100 will recognize 100 trailblazers nationwide. Individuals selected for this elite group will embody the essence of the DeLeón brand and exhibit determination to bring their craft to #thenextlevel. The campaign reinforces the importance of disrupting the status quo and shaping your own future.

"The DeLeón 100 is all about recognizing the tastemakers and trailblazers who are bringing music and culture to the next level,” Combs said. "I'm always searching for people who are bold, fearless and doing their part to shape the future. Now, in partnership with Billboard, I will be celebrating and sharing their inspiring stories with the world."

Miguel incorporates R&B, funk, hip hop, rock and electronic styles into his music, and has been compared to vocalists Babyface and Prince. Courtesy of Combs Wine & Spirits

DeLeón and Billboard Thursday extended the message by inducting the first members into the elite DeLeón 100. The private celebration took place in Los Angeles, featuring an intimate live performance by Grammy-winning singer/songwriter Miguel and showcasing some of the other rising stars. During the evening, seven tastemakers were named to the group including the Grammy winner and music pioneers Teyana Taylor, Machine Gun Kelly, Dave East, Vic Mensa, Arantza and Clay.

“DeLeón Tequila is honored to partner with Billboard on this extraordinary initiative,” said Andrea Sengara, senior vice president of Combs Wine and Spirits. “They are an industry leader and have paved the way for so many emerging talents. The program is designed to recognize people who have the courage to do things in their own way and with the perseverance to reach the next level.”

The DeLeón brand launched in 2009 to an elite following in Hollywood and the U.S. music industry. Courtesy Of Combs Wine & Spirits

DeLeón and Billboard plan to release an introspective on Miguel in February, showcasing how he is taking his career to the next level. The short documentary will be unveiled on The full DeLeón 100 roster will be released in the February print issue of Billboard Magazine, which hits newsstands Feb. 10. The list, including a more in-depth look at each honoree, will be made available at

“The Billboard team is thrilled to partner with DeLeón Tequila on this first-time partnership, which celebrates the DeLeón 100 list,” said Julian Holguin, senior vice president for brand partnerships. “The success of Billboard is built on our ability to continually cover and celebrate artists who make inroads across the music industry. Collaborating with DeLeón​ Tequila in honoring artists reaching the next level of their careers proved to be a natural fit for two leading brands.”