Is The Diddler Running Out Of Diddles?

 |  November 11, 2010
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I’ve been noticing something about The Diddler as of late.  I’m starting to believe that things aren’t going as well as he would like us to think.

Today he announced that he is planning on doing a collaborative EP with Ricky Rosé.  Who is this a good look for?  This is the first time I can remember where Diddy was doing a project with a rapper, and it didn’t really benefit the rapper’s career as much as it benefited Diddy (In regards to image/relevancy.  We all know about Diddy’s paper gangster status as far as the financial benefits of the game goes).  What I’m saying is that usually rappers utilize a co-signed project from The Diddler to further their career or raise their profile.  However with this project it seems more like Rosé is helping maintain Diddy’s relevancy.

These aren’t the only warning signs in Diddy world.  His flagship Sean John store is getting the axe.  Plus everyone and their mother seems to be talking about how his Dirty Money, Last Train To Paris project seems forced.  The music, while being high profile, doesn’t really seem to be connecting with the people.  Who really wants to hear Diddy singing on a record?  Even his videos seem to be more of a platform to slang his products (i.e. Ciroc and Beats By Diddy headphones) as opposed to the music.  Which is pretty corny in it’s own right.

I can’t really sit here and honestly count the Diddler out.  However as much as an entrepreneur that he is, his success has always derived from being a market maven in the hip-hop community.  I just think his ability to influence young people may be diminishing.  Like I said I will never count the Diddler out.  But I will call him out, and tell him to step his game up.  I’m watching.