Deon Graham is the Chief Brand Officer of Combs Enterprises, a portfolio of businesses and investments built and cultivated by music legend and mogul Sean “Diddy” Combs or Puff, as Deon and those close to him still say. He was born and raised in Los Angeles until his parent’s careers moved the family across the country to South Florida near Miami. South Florida’s diversity has kept him in the area to this day.
The 35-year-old husband and father is not ashamed of calling himself a college dropout. If you know anything about the culture of South Florida and the rappers that wholeheartedly represent the Greater Miami Region, then you know Trick Daddy, Rick Ross, Trina, DJ Khaled, JT Money and more constantly preach the message of the hustle and hustling. This message has influenced Graham since he arrived, and guided his trajectory from pool boy at Weston Hills Country Club to his time in college. It continued from there as he became a kid of the Miami nightlife to the present day as an experienced marketing executive working behind some of the coolest projects and brands, we know by name today.
“My goal growing up was to get money” – and he was “inspired by what he heard rappers say, mainly Jeezy” and everything that came with that lifestyle. Interpret that for yourself. What was most surprising was learning how much he really always valued the opinions of others as it pertains to him and anything he touches. “I was always very particular about how I showed up,” he said. “I care what people think about me; I know most people like to say the opposite, but no, I do care. I care how I present to the world. I care how I’m perceived. I know I’m not supposed to, but I do.
“I want to leave this call,” he continued, “and you have nothing but positive things to say.”
Mission accomplished. Learn more about the elusive marketing exec.
What is something about your role as a Chief Brand Officer that you have never been asked that you feel people looking to follow in your footsteps should know?
I’m never asked about my day-to-day as a Chief Brand Officer and what is actually going on. Combs Enterprises has a portfolio of businesses from media to spirits to Puff’s personal brand, philanthropy, schools, and more. Yesterday, I could’ve been working on a TV show, and then today, I’m working on Cîroc. There’s so much going on, but it’s all connected. There’s an expectation of greatness that’s expected as Puff pushes the boundaries so crazy. No school or class can prepare you for this; it took me 12 years of being at the company. My day-to-day is 25/8 word to Nipsey Hussle. You have to truly love what you’re doing, and I love this shit.
You dropped out of college after a semester. Why? Why not stay to earn your degree and run your website on the side?
I think about how I dropped out all the time and encourage people to stay in school, not just for the degree but also for the relationships. I dropped out because I was chasing the money. I had a couple streams of revenue that I knew could be turned into more, so I went after that. I also had my firstborn at 21, so I was trying to make sure my family was good. I do think about going back to school. I missed out on a lot and after witnessing the culture of HBCUs, where the majority of the students are Black, living their lives, and there to create a better life for themselves. I don’t have those frat brothers or classmates who became friends who are now doctors and lawyers to just call up.
Who or what do you credit your success to? Is it the right place, right time, work ethic, the way you were raised?
Purpose! I understood earlier on that “you’re around all of this stuff, you see the path of a lot of your friends, you see how the media portrays you, you’ve walked the thin lines and were able to escape a lot of not-so-good situations.” I like to say purpose because purpose drives intent and motivation and allows me to deal with crazy work hours. It’s also timing, having a solid foundation from my parents, being around those people at the Weston Country Club giving me the game. I definitely have to credit Puff and his ecosystem of Black executives looking for unconventional talent; that’s a part of what he does. There’s this song by Nipsey Hussle, “You Don’t Got a Clue.” I remember first hearing this and how it spoke to me; it was an awakening of some sort. I feel like I’ve found my purpose, and everything I just mentioned factors into my success.
You’ve been a part of Combs Enterprises for quite some time. What keeps you there? I ask that because you’ve grown within the company ranks since 2009.
It’s really how I came into the company and how it took me 10-12 years to get into my position. When you understand, you can help make a change at a company, and you learn how the company works and realize you can now introduce new things it keeps you around. I remember Puff recently telling me, “There’s no one to point the finger at anymore. You spent 11 years pointing the finger, and now you can’t. Everything that happens, good or bad, is on you.” This 12-year journey was to get me in the position I’m in now, and where else can I work that’s this fun and this authentic to what we preach.
Why does Deon Graham, the Chief Brand Officer for one of the biggest names in entertain, only have one photo on Instagram and two tweets on Twitter?
First, I’m introverted so if I walk into the room, I’m not trying to be the center of attention. Early on, I knew I didn’t want to be that annoying guy looking for attention because I work with high-profile entertainers and athletes. As my time in the business has kept on advancing, I’ve realized numerous individuals are faking it. Truthfully, I don’t need the timeline of memories and resume proving that I was here and there. It’s worked in my favor because my approach has been noticed and appreciated by a lot of big-name people who’ve told me that they know “I can be in the room and they don’t have to worry about something going up on my Instagram.” I’m also into controlling my narrative. I’m very aware of things on the internet being there forever; that’s the job I’m in. There’s no need for me to have this catalog of my life displayed permanently. I’ll post things, then take down or use stories. All of that does the opposite of what I’m trying to accomplish. To those reading this, though, don’t do what I do; we’re all different.
