In celebration of his 48th birthday, Sean Combs, a.k.a. Puff Daddy, a.k.a. Puffy, a.k.a. P. Diddy, a.k.a. Diddy (we didn’t lose you, did we?) has had a change of heart, and title, we’re all too familiar with.

Hollywood’s A-listed hip-hop and business icon took to his Instagram on Saturday (Nov. 4) to share “some very serious, serious news” in a special birthday PSA for fans.

“I decided to change my name again,” he announced. “I’m just not who I am before. I’m something different. So my new name is Love, a.k.a. Brother Love.”

That’s right, everyone — for about the fifth time in his hip-hop stardom, the Bad Boy Records frontman has thrown everyone for a loop and picked up a new name identity. To further proclaim his new title, he also won’t be answering to any of his former monikers, he added. The title change is the second one we’ve seen in hip-hop for 2017, beginning with “Brother Love’s” fellow rap mogul Jay-Z, who made only a small punctuation amendment to his name. However, we’ve never seen such a drastic name-swap such as this one. And not only is the internet hitting reject on Brother Love’s new name, they're calling in the copyright lawyers for the real Brother Love: WWE’s OG pro-wrestling personality famously credited for The Undertaker’s career debut, Bruce Prichard.