Maybe he’s going through a rebranding, but the Bad Boy Records CEO took to Twitter this afternoon and says he wants to be called… wait for it… “Brother Love.”

"I've been praying on this and I decided - I know it was risky because it could come off as corny to some people. I decided to change my name again," he said while on the beach. "I'm just not who I am before. I'm something different.

"So my new name is Love A.K.A. Brother Love,” he continued. “I will not be answering to Puffy, Diddy, Puffy Daddy, or any of my other monikers but Love and Brother Love."

While the name promotes positivity, which we're all here for, the timing seems strange. Diddy to Brother Love? After 48 years of Sean Combs?

Of course Twitter was ruthless with the news. See what they had to say below.