"I decided that I'm gonna change my name for a week in honor of my comeback," he said 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," aside from being free stuff you get at trade shows, is what 14-year-olds like to say instead of "cool." One might update one's Facebook status as: "My brother just bought me Mike's Hard Lemonade at the gas station. Swag." Searching Twitter for #swag is a direct path to the glittery heart of contemporary teendom, which has wholeheartedly adopted the catchphrase popularized by rapper Lil' B.
We're guessing this blatant viral marketing ploy will blow up in his face once kids who were barely conscious when "Can't Nobody Hold Me Down" came out realize a middle-aged man has stolen their slang.
[Image via Getty]