Presenting our September cover star: Diddy! Long before “influencer” entered our lexicon, Sean Combs—a.k.a. Puff Daddy, a.k.a. P. Diddy—took his hip-hop iconography to scale. Now, under his new name “Love,” he’s ready to define his next era. 🔗:
. Chance Combs, Jessie James Combs, and D’Lila Star Combs styled by Bryon Javar.As private traumas brought Combs closer to God, the public traumas that define the 2010s—police brutality, civil disobedience, and political retrenchment—forced him to take a hard look at his legacy. I am amazed when he brings up #MeToo before mentioning Black Lives Matter. “If you living on this earth and you trying to keep on dealing with this shit, that ain’t the way we going to live.
Growing up for Combs has meant coming back to God. Diddy had “gotten so far from God,” Combs tells me. He had hunger and vision but it was “so small.” Now, Combs believes he is stepping into his purpose. “It clicked in and went from me to we, that [I] was sent here not to just do those things that are kind of rooted in personal success but to be able to transfer to we, and do things that are real change and communal success.” He drops the journal on the table as he tells me this.
Combs says Belafonte was a model for the kind of activism he envisions for this next stage of his public life. “I was like, we were in similar situations. You know what I’m saying? Coming from where we were having a position of power, being celebrities, and I was wondering, how did [Belafonte] get so dug into [social action]? And really dedicating his life.” He has always been dedicated to something.
In the spring of 2021, Combs published an open letter to “corporate America” in which he demanded that companies increase their spending with Black-owned media businesses, saying that “incremental progress” in ad-spend parity is unacceptable. Combs sees himself as advocating for the Black consumer in the “If You Love Us, Pay Us” missive. But critics were quick to say his callout was hypocritical, in part because Combs owns Revolt, a cable TV network that courts advertising dollars.
“His public face and his entertainment persona doesn’t show what’s going on in his head and behind the scenes,” says Dalio. “The way he uses his God-given talents, financial resources, and network to make products people love to buy, and then uses those resources to make the world better for the African American community isn’t apparent.”
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