NEW YORK — It's been the same story for ... "how many years we been doing this now?" Diddy asked his staff Wednesday night at Sony Studios.
OK, so he might not have known the answer at that particular moment, but nevertheless, the more important answer is always the same when it comes to Diddy: No, he won't stop.
And on Wednesday night, he kept true to his word.
The Bad Boy CEO previewed a slew of new music and ventures from his label that he plans to release in the next few weeks and months. Diddy's new stuff ranged from his next Press Play single (see "Diddy Enjoys His 'Most Heartfelt #1' As Press Play Tops Albums Chart") — the Mario Winans-assisted "Through the Pain" — to the first single from Yung Joc's forthcoming sophomore set to a sneak-peek clip of the upcoming season of MTV's "Making the Band 4" (see " 'Making The Band 4' Hopefuls Vie To Be Diddy's New Cheesecake Men").
He even announced plans for a Press Play remix album (see "Diddy Praises Lil' Kim's First Post-Prison Rhymes: 'She Ain't Miss A Beat' ") and a second edition of We Invented the Remix. "We make statements, anthems and slogans," Bad Boy Executive VP Harve Pierre told the crowd gathered inside. "We're definitely known for working multiple albums at once."
Elephant Man (a new acquisition to Bad Boy via a partnership with VP Records), Winans, Ryan Leslie, Cheri Dennis, Joc, upstart rapper Aasim and Diddy's manager Chris Lighty were all in attendance for Diddy's early evening soiree.
Diddy kick-started the session with Dennis' "Portrait of Love," featuring himself and set to be the first single from the singer's long-delayed debut, due this summer. "I just wanna keep it real loose in here," Diddy said. "So if you have to go to the bathroom, go. You ain't gonna get in trouble."
Next, Diddy played snippets of tracks by Winans ("Here Comes the Pain" and "Put Your Arms Around Me"), during which he served as part hype man, part salesman. "Listen to the infectious melodies," he yelled. "New album coming soon!"
Then he breezed through tracks by Joc, whose new album, Hustlenomics, is set to feature production by the Neptunes and appearances by the Game and Young Dro; Elephant Man; Cassie; and boy band B-5. After those new songs, Diddy paused momentarily to talk about his young singer, Jordan McCoy, who was featured on the "American Idol" spinoff "American Juniors."
"Sometimes you have to diversify your portfolio," he explained of her addition to Bad Boy. "I was creepin' in Illinois and I bumped into her. That's how I found her." Diddy described the 15-year-old singer as having the same kind of vibe as Blondie frontwoman Debbie Harry.
Other notable projects the Bad Boy general featured included tracks by the newest incarnation of Boyz N Da Hood, with new member Gorilla Zoe. Diddy said a new BNDH album is set for August, while a Zoe solo album is due in September.
Diddy didn't comment on an alleged altercation with "Making the Band" choreographer Laurie Ann Gibson, who, according to reports, filed a complaint with police after a confrontation with Diddy escalated. He did briefly play a clip of the pair's argument. But overall, Diddy kept the mood light and festive.
"Fourteen years we been rocking and doing this," Diddy shouted after he learned the answer to his first question of the session.
"We ain't never gonna stop," he continued. "We gonna keep going. I feel like y'all. I don't wanna leave."
And then Diddy cued the songs again from the top.