In his latest role, Bad Boy Records founder/CEO and recording artist Sean "Diddy" Combs becomes a brand ambassador for Burger King. In this capacity, he will assist the fast food retailer in increasing its profile in the worlds of music and entertainment. Combs will consult on potential talent for upcoming Burger King ad campaigns. The multi-year partnership launches Oct. 7 with the co-branded channel, DiddyTV, on YouTube.

The interactive channel debuts with a personal message from Combs. Fans visiting DiddyTV will also have access to music and videos from "Press Play," Diddy's first solo album in five years. The Bad Boy/Atlantic Records album arrives Oct. 17.

According to Atlantic VP of strategic marketing Camille Hackney, a multi-platform Burger King ad campaign, starring Combs, is scheduled to kick off early next year.

These days, Combs is in the midst of a cross-country radio and promo tour for "Press Play." The trek of major and secondary markets -- including New York, Baltimore, Atlanta, Los Angeles and Wash., D.C. -- is sponsored by Burger King. It wraps up in New York on the eve of the album's release.

Russ Klein, president of global marketing, strategy and innovation for the Burger King Corporation, calls Combs a "pop culture icon." He says the global brand is thrilled to be able to collaborate with Combs, "using the breadth of his talents as an artist, entrepreneur and change agent to impact and inspire our guests."