Sean Combs changed his name from Puff Daddy to avoid sniggers from children in northern comprehensive schools or to pacify Puff The Magic Dragon's lawyers, then his choice of 'Diddy' as workable alternative - the nom de plume of such genii as Radio Fab DJ 'Diddy' David Hamilton and the Diddy Men from that Ken Dodd song - remains titanically crap. Not that it's stopped P from producing this self-referential masterpiece of rhetorical underkill. As the Neptunes once again stake their claim to minimalist production genius with an unforgettable one-note melody line, they chant "The D, the I, the D, the D, the Y, the D, the I, the D, it's Diddy". Which, apart from anything else, it isn't.
Jim Wirth
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