The music of hip-hop mogul Sean ‘Diddy’ Combs, known for his various musical monikers like Puff Daddy and P. Diddy, experienced a surge in streams following his arrest on federal sex trafficking and racketeering charges. According to industry data and analytics company Luminate, Combs’ music saw an average 18.3% increase in on-demand streams during the week of his arrest compared to the previous week. This surge in interest, while unexpected for some, is attributed to the natural human curiosity that often arises around controversial events.
George Howard, a professor of music business management at Berklee College of Music, offers a compelling explanation for the increased streaming numbers. He likens streaming to a Google search, a way for people to satisfy their curiosity about a subject, especially in the face of shocking news. “Music just becomes another piece of information as people try to comprehend the atrocities,” Howard told AP. “It’s like, ‘What would someone whose brain works like that, allegedly, what would their music sound like?’”
While Combs is known for his music, he’s also a prominent figure in the business world, with ventures like Revolt TV and Ciroc vodka (though he’s no longer affiliated with either). Howard suggests that the public’s perception of Combs as a businessman might have amplified their curiosity about his music in light of the allegations. “The natural curiosity that these types of charges evoke makes sense,” Howard said. “It’s like driving by a car crash. People want to look.”
It’s worth noting that increased streaming numbers following controversy are not uncommon. R&B singer R. Kelly, facing accusations of sexual misconduct involving women and underage girls, saw his streaming numbers nearly double after a documentary about his alleged crimes aired. Howard attributes this phenomenon, in part, to the anonymity of streaming platforms. “Imagine walking into a record store now like, ‘Yeah, I want to buy this Diddy CD,’” he said.
Combs has pleaded not guilty to the charges against him, which include allegations of abuse, threats, and coercion against women for years, allegedly to fulfill his sexual desires and protect his reputation. The indictment paints a disturbing picture of his alleged actions, highlighting the gravity of the charges against him. While the legal process unfolds, the surge in his music streams underscores the public’s fascination with the case and their desire to understand the complex narrative surrounding the accusations against a prominent figure in the music industry.
