Sean ‘Puff Daddy’ Combs is the man of a million names, but this one certainly takes the cake.

The multi-millionaire rapper and producer has just announced to the world that he wants to be known as ‘Swag’ in order to celebrate his impending full-scale return to pop music. “I decided that I’m gonna change my name for a week in honor of my comeback,” he said on his official video, below, “I’ve gone as Puff, Puffy, Puff Daddy, P. Diddy, Diddy, King Combs – my real name is Sean Combs – and for a week, this week only, you can call me by my new name, Swag.” Errr, sure.

Of course, Odd Future fans will know that the word ‘swag’ has been getting heavy traction since the rap group became an internet sensation, and Diddy/Swag is never one to miss the boat on the next big thing. He recently took to the stage to introduce the posse at SxSW, and if anybody is going to turn web hype into marketing gold, it’s this man.

Follow Diddy’s new persona over at @iamswag. This is going to be hilarious.

via CNN.