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Bad Boy’s French Montana is keeping Hugh Hefner‘s memory alive. The New York rapper has saluted the life and legacy of the iconic Playboy founder.

French hit up Instagram Thursday (September 28) to speak on Hefner and remind follower’s life is too short not to enjoy it.

WOW !! Rip to my one of my idols 🙏 Hugh m. Hefner😢 life is short enjoy it 🙏

A post shared by French Montana (@frenchmontana) on

Over the past few hours, hip-hop artists Diddy, 50 Cent and Tony Yayo have remembered Hefner.

R.I.P Hugh Hefner my condolences to his loved ones. He was a great guy God bless. #50centralbet

A post shared by 50 Cent (@50cent) on

R.I.P to Hugh Hefner, the real Play Boy #50centralbet

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R.I.P to Hugh Hefner, the real Play Boy #50centralbet

A post shared by 50 Cent (@50cent) on

Rest in peace to my man Hugh Hefner!! Love You, Puff! You will be missed!!!

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According to reports, Hefner died this week at the age of 91.

Hugh Hefner, the iconic founder of Playboy magazine, died at his home, the Playboy Mansion, of natural causes at age 91, Playboy Enterprises said in a statement on Wednesday. Playboy magazine was founded more than 60 years ago to create a niche upscale men’s magazine, combining images of nude women with in-depth articles, interviews and fiction by a variety of well-known writers. (CNBC)