So the artist formerly known as Diddy (former known as ‘P. Diddy’, formerly known as ‘Puff’, formerly known as ‘Puffy’, formerly known as ‘Puff Daddy’) has decided that it’s time for a brand new annoying name, so just to fuck over music stores and OCD iTunes fanatics, he’s decided to change his name again to Swag for a week. Why? I have no fucking idea any more.

Swag announced the change via his official Twitter account and even set up a new Twitter account to reflect the temporary name change. “I decided that I’m gonna change my name for a week in honor of my comeback,” he said on a video he released. “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.” SOURCE

Oh what the crap, people? Seriously, it’s great to reinvent yourself from time to time in order to keep your image alive, but your name is supposed to be on the thing you keep constant. You think when Coke started getting brand recognition, they thought “Hmmm, we’re doing pretty well… Let’s change our name to Geech now!” Name recognition is the most important part of advertisement, and if you keep changing your name, no one’s going to want to buy you. Also: Swag? Sorry Sean, but you’re about two years late to that party.