In a bid to get himself a little attention,
Diddy has changed his name to
"Swag." But only for a week.
"I decided that I'm gonna change my name for a week in honor of my comeback," says
Swag in a YouTube video. "I've gone as Puff, Puffy, Puff Daddy, P. Diddy, Diddy, King Combs -- my real name is Sean Combs -- and for a week, this week only, you can call me by my new name, Swag."
Swag obviously thinks changing one's brand mid-stream, several times, is the key to longevity in the music business. We'll see how that works out for him.
According to Gawker, "swag" is what teens now say instead of "cool" (who knew?) and this is all just a blatant viral marketing ploy. We're less cynical and choose to think that
Swag is a self-absorbed dummy.