He’s part machine.”Ĭombs’ determination is perhaps best exemplified by Bad Boy’s comeback. Two more radio stations, then that night he does a release party, gets on his tour bus, goes to the next market and starts again. Then he goes to a high school to talk to kids. “I’ve worked with the biggest of the big, but I’ve never worked with anyone like this before,” she continues. “People didn’t believe it was him when he started calling them,” Greenwald says with a laugh. One day a few weeks ago, he asked MySpace friends to send him their telephone numbers. He’s taken to updating his surprisingly candid and funny video journal frequently. But what’s more impressive is the length Combs goes to connect with them. His 380,000-plus friends are an impressive total. Meanwhile, Combs has embraced MySpace as perhaps no other A-list act has. Atlantic and Bad Boy are also in talks with Sean John regarding in-store record promotion and product placement. “‘We know this Christmas, we’ll sell a billion bottles of cologne, so let’s join forces.'” Greenwald says plans are in place for a gift-with-purchase campaign over the holiday season and to buy radio to push the cologne as well as his album. “The people from Estee Lauder have been so wonderful to sit down with us,” Greenwald says. His Sean John clothing lines, launched in ’98, totals about $400 million a year in retail sales, according to a recent New York Times report. His Sean John Fragrances - a division of Estee Lauder launched in February - cologne, Unforgiveable, is the top-selling men’s fragrance in department stores across the United States. Hip-hop’s greatest entrepreneur will utilize the power of his various brands to get the word out. “I want people to put this album in, ‘press play’ and listen to the whole thing in one sitting,” Combs says. Tracks such as “Get Off” indulge in deep funk-soul grooves that sound like space-age jazz meeting James Brown on the dancefloor. During the period that Combs worked on it, he traveled the globe, frequenting many dance and techno clubs, often standing next to the likes of such hot shots as Ferry Corsten, who is one of the top 10 DJs in the world, according to fan site. “Press Play” actually marks Combs’ singing debut, including a duet with Cole, “Last Night.” The album features guest producers and artists including Kanye West, Pharrell, Will.i.am, Mario Winans, Just Blaze, Nicole Scherzinger of the Pussycat Dolls (on first single “Come to Me”), Jack Knight, Christina Aguilera, Big Boi, Ciara, Scar, Timbaland, Twista, Shawnna, Nas, Cee-Lo, Mika Lett, Keri, Brandy, Keyshia Cole, Jamie Foxx and Combs’ protégé and longtime collaborator Mary J. That’s where music is going,” Combs says. “Press Play” is a fusion of R&B, soul, hip-hop and live instrumentation. “This is a vulnerable album meant to make you feel good.” “I can’t do a crunk record, and I’m not shooting anybody so I can’t do that kind of music,” he says. He dotes on her and drops everything when she calls. He and his longtime girlfriend, Kim Porter, are expecting twins. “Press Play” is reflective of where Combs is in his life. “I’ve become known as an entertainer,” Combs says. Diddy the artist spent the past year and a half laboring over “Press Play.” 17 it will herald not one comeback for Combs, but two-the return of Diddy as a recording artist as well as a renaissance for Combs’ legacy brand, his label Bad Boy Records. Indeed, when “Press Play” hits stores Oct. “People take their bets, but thankfully, most of the time, the odds are in my favor.” People may love or hate Combs, but all probably agree on one thing-don’t bet against him. “I hope people like it,” he says sheepishly. He picks up Greenwald and swirls her around the trailer. Combs dances around the trailer, rapping over the tracks. “What, first time with a stereo?”įinally the music starts. Julie Greenwald, president of Atlantic Records Group, who has been one of Combs’ biggest champions since he brought himself and his Bad Boy label into the Warner Music Group (WMG) fold last year, jumps up and pokes him in the ribs. He pops an unmarked CD of rough mixes into the stereo system but still can’t get it to work. “I’m so excited about this record,” Combs gushes. At this moment, standing in his drawers, fussing nervously with the stereo system, he just seems humble.
Diddy and now just plain Diddy-has been described as arrogant, ruthless, crazy, talented, overhyped, phony and a genius. He’s trying to cool off before he heads outside again.Ĭombs-aka Puff Daddy, P. It’s a sweltering August afternoon in downtown Los Angeles, and Combs is in his trailer on the set of the video shoot for “Come to Me,” the debut single from “Press Play,” his first artist album in five years.
Sean Combs is bouncing around in his underwear.