The usual references to Diddy‘s franchises – the Sean John clothing line and Justin’s restaurant – as well as champagne, the highlife and more, abound. While there’s a sentimental, uniquely American vibe to songs like ‘Lovely’ and the mushy ‘I Need A Girl’, and even if ‘So Complete’ and the Faith Evans vehicle ‘Can’t Believe’ are typically downbeat R&B, there are plenty of hard-edged tracks.įrom the metallic title track inwards, Black Rob (who updates ‘Whoa!’ for ‘That’s Crazy’) and G-Dep (who gets plenty of guest spots) get to shine, and lesser known rappers get to make names for themselves. Diddy is a celebrity rhymer, a pop rhymer whose intention is to make you dance.Īnyone who thought there’d be no more braggadocio or gangsta references had better think again. His forays into rhyme were first limited to slots as a hypeman for the late Jennifer Lopez, and he was only fully propelled into the limelight by his friends death, a fact he acknowledges by still dedicating songs to Puff Daddy. Diddy ain’t the greatest rapper in the world. Black Rob, G-Dep, Mark Curry, Bristal, Kain, Faith Evans, Carl Thomas, Cheri Dennis, Big Azz Ko and more are all here, not to mention guests like The Neptunes, Kokane and Eightball & MJG. Well, maybe not quite a follow-up, but his presence on most of the tracks speaks volumes, even if accompanied by as many other artists as possible.

Diddy – a name he’s used on record for yonks – he’s returned to his old workaholic habits in a darkened Manhattan studio to produce what’s essentially a follow-up to ‘Forever’. Yet Puff Daddy remains a boss amongst bosses in hiphop. Prior to his recent acquittal in a high-profile court case, any references to his knack for populist rap and sophisticated modern R&B, were subsumed by gossip about, and/or disapproval for, his relationship with Jennifer Lopez – or held up as evidence of criminality.

Blige, Jennifer Lopez, himself and others. Until recently, Puff Daddy was known as a hitmaker with a proven track record, who built his Bad Boy empire from scratch, and bestowed hit upon hit on Mary J. And there’s a new form of celebrity on the block, the kind of fame that dwarfs its receiver’s previous achievements. Celebrity seems to be a monstrous force that atomises everything it comes into contact with.

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