(Photo By Flickr User 92YTribeca)

“We’re sorry, the old Diddy can’t come to the phone right now. Why? ’Cause he’s Brother Love!”

Sean Combs  or, the artist formerly known as Diddy, Puffy, Puff Daddy, etc., announced last Saturday (his birthday, November 4th), that he’s got a new moniker he’ll be using exclusively from here on out: Love, aka Brother Love.

He said in a video uploaded to Twitter,

“I have some very serious news, I’ve been praying on this and… I knew it was risky, ’cause it could come off as corny to some people, (but) I decided to change my name again.”

The media mogul, 48, said the name change was inspired by his evolving persona. Combs said, sporting a sun hat and roaming a beach,

“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.”

The Grammy-winning artist is likely as well known for his tendency to switch up his title as he is for his music.

His debut single, “Can’t Nobody Hold Me Down,” was released under the name Puff Daddy in 1997, but by 2001, he’d adopted the name P. Diddy.

In 2005, he dropped the “P” and began performing under the name Diddy. And in 2014, he said he wanted to be known as Puff Daddy again.

(Information courtesy of galesburg.com & nydailytimes.com)