Sean Combs is changing his name yet again - and his new identity is certainly a different choice.
The rapper has been known by a number of different monikers over the years including Puff Daddy, Puffy, P. Diddy and Diddy.
But now he is rebranding himself for the fifth time as… LOVE aka Brother Love.
While sunning himself on a beach in celebration of his 48th birthday, the star tweeted to announce the news.
He wrote: “I decided to change my name again! My new name is LOVE aka Brother Love. #TakeDat.”
In an attached video, he said: “What’s up y’all? I have some very serious, serious news. I’ve been playing on this and I decided, I knew it was risky, because it could come off as corny to some people…
“I decided to change my name again. I’m just not who I am before, I’m something different.
“So my new name is Love aka Brother Love. I will not be answering to Puffy, Diddy, Puff Daddy, or any of my other monikers but Love or Brother Love, ok?”
Earlier in the day the musician had wished himself a happy birthday on the social media site, writing: “Happy Birthday to ME!!!! Thank you all for the well wishes! GOD IS THE GREATEST!!!!”
Many of his famous friends sent him congratulatory messages online, with a post on the Wu Tang Clan’s official Twitter page reading: “Happy Bday to Brother Love @diddy Keep doing ya thing bro!”