Celebrity marketing master Sean Combs, who is No. 1 on this year’s Celebrity 100 list with pretax earnings of $130 million, has changed his name yet again.

He is no longer Diddy or Puffy or Puff Daddy or Sean. He is now Love, as in Brother Love.

Brother Love announced this new name change via Twitter, and the internet, of course, went wild. Some thought he was biting off of the name of a popular, old-school WWE manager. Others thought he was being corny. Puffy, I mean, Brother Love, addressed the “corny” part in his live video. But he said he thought it was time once again to have a name change to reflect where he is now, at age 48, in his life.

‘I have some very serious news,’ he said in a video viewable on Twitter. ‘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… I’m just not who I am before. I’m something different. So my new name is Love a.k.a. Brother Love. I will not be answering to Puffy, Diddy, Puff Daddy, or any of my other monikers but Love or Brother Love.’

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