News: Diddy Swagger Jacks New Alias, "I Decided I'm Going To Change My Name" [Video]

Friday, May 20, 2011 11:20AM

Written by Cyrus Langhorne

Rap mogul Diddy has decided to add another rap persona to his extensive collection by taking on the name "Swag"  for an entire week.

Crediting the motivation toward his music comeback, Puffy dropped a video announcing the name change.

"Check it out, so I decided I'm going to change my name for a week in honor of my comeback," Diddy revealed in a video. "Y'all know I've been known as Puff, Puffy, Puff Daddy, Diddy, P. Diddy, King Combs, earlier it was Sean Combs, and for a week, this week only, call me by my new name, 'Swag.' Check it out. My new name is Swag." (P Twitty TV)

In addition to nicknames, Diddy was recently projected to become hip-hop's first-ever billionaire.

This week we've released a new list, one that measures rappers not by annual earnings, but by net worth. We've dubbed this select group "The Forbes Five." Sure enough, our original holy trinity of moneymaking is present; their fortunes total just over $1 billion. And there's plenty of room to grow, especially for Diddy, who leads the pack with $475 million. Diddy's ten-figure dreams hinge on a lucrative partnership with Diageo's Ciroc vodka. Diddy teamed up with alcohol conglomerate back in 2007 with the aim of perking up sales for the fledgling spirit. Diageo agreed to split any profits with him; if the company ever sold Ciroc, he'd be entitled to a share of the proceeds. The rationale: Why not? The brand wasn't selling, and Diddy was always known for having a flair for marketing. (Forbes)

A week prior, "Swag" earned the top spot on Forbes' list of wealthiest rap artists.

When it comes to net worth, Jay-Z is number two. The top spot goes to Sean "Diddy" Combs, who tops our accounting of rap's richest with a fortune of $475 million, fueled by his interests in Sean John clothing, Bad Boy Worldwide record label and, most significantly, his Diageo joint-venture vodka brand Ciroc. Jay-Z ranks a close second, with $450 million. Super producer/rapper Dr. Dre ranks third with $125 million, fueled by past earnings generated from his own career and by helping to launch those of Snoop Dogg and Eminem. Curtis "50 Cent" Jackson, a onetime Dr. Dre protege who reaped a nine-figure payday from the sale of Vitamin Water to Coca-Cola, rounds out the top five in a tie with Cash Money Records cofounder Bryan "Birdman" Williams at $100 million. (Forbes)

Despite the critical acclaim, Diddy downplayed his achievement.

"To be honest, on that list, I was on the cover of Forbes back in '98," Diddy explained in an interview. "I been on that list. I don't really get caught up into the list. I think people think that I have that money actually sitting at home in the basement...It's really like if I sold all my companies, and I take pride in [building] something as a black man that's worth that much...To everyone calling me for a loan today, I do not have that money today! ... It helps inspire people and it shows the power of hip-hop." (MTV)

Check out Diddy's announcement below:

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