Diddy urged "rich white kids" to tear the store up for Press Play. Since he started working on his new, star-studded album, Press Play, Diddy has been sharing some behind-the-scenes events with his fan base. In his latest video, the Bad Boy mogul had a message specifically for "rich white kids": "When you see this out there, you make mommy and daddy buy you ten copies," said Diddy while holding up the album art for Press Play. "Or else you tear that m****f****n’ store up, you hear me? You just act like a fool in that store, especially all you rich, white kids," he added. Press Play is scheduled to hit stores on October 17th, 2006.