The man formerly known as Diddy, formerly known as Brother Love, formerly known as Puffy, formerly known as Puff Daddy and originally known as Sean Combs, has changed names again.
He now wants to be known as Love.
The hip-hop mogul's latest pseudonym is an 'edited' version of one of his previous ones, he says, perhaps trying to simplify the convoluted history of how he likes to be addressed.
Last year, Love announced: "My new name is Love, aka Brother Love. I will not be answering to Puffy, Diddy, Puff Daddy, or any of my other monikers."
Just a few days later, he apparently changed his mind, saying: "I was only joking. You can address me by any of my older names."
Now, days into 2018, he's changed his mind again and declared on Jimmy Kimmel Live he's "unretracted the retraction".
"I never went back to Diddy," Love said.
"I made an edit to 'Brother Love' - since I'm already black, to just 'Love'. 'Brother' seemed redundant. It's working out great, I mean, who doesn't love Love?"
Love also told Kimmel that he continues to eat apple sauce every day.