There is an old Bad Boy adage that has served Sean Combs and hip-hop very well.

“Can’t stop, won’t stop.”

In a new chat with Vanity Fair, Combs opens up about a myriad of things, most of which circles around his first project in nearly six years, and a new record label meant exclusively for R&B artists.

The announcement event took his team by surprise.

“I’m coming back into music, you know?” says the 51-year-old mogul to Vanity Fair. “[An] all R&B label, because I feel like R&B was abandoned and it’s a part of our African American culture.” 

Diddy, who was offering “gratitude” during last night’s Verzuz event between Dipset and his former artist’s The Lox, has realized that his past business dealings should not inform his new opportunities. “I’m not signing any artists,” the Harlem native said. “I’m doing 50-50 partnerships with pure transparency. That’s the thing. [The new label is so that] we can own the genre; we don’t own hip-hop right now. We have a chance to—and I’m going to make sure that—we own R&B.”Off the Grid, Diddy’s first R&B-centric album, marks his first release since 2015’s MMM (Money Making Mitch) mixtape, and is already deemed “a classic” by the charismatic record label exec. Elsewhere in the interview, he expounds on his recent name change to “Love,” which he flexes on the cover of the magazine.

“I am the happiest I’ve ever been in life,” he tells Vanity Fair. “I laugh the most, I smile the most, I breathe the most. I look at my life as if I got a second chance. I’m on my second mountain.”

The Vanity Fair issue, which is available now, also finds Diddy opening up about his past love, Jennifer Lopez; his purpose in “saving the Black race,” and how he has managed to cope after his ex, Kim Porter, passed away in 2018.