By William E. Ketchum III
In a new interview with DJ Whoo Kid, Diddy directly addressed the sour rep that his label Bad Boy Records has attained over the past few years. “Over the last couple of years, there’s been a strong propaganda movement that’s been brewing in the negative sense against Bad Boy, against what it is to sign to the Bad Boy label, if it’s a detriment to your career,” Diddy said. “Just hate. Just regular hate and also a lot of people not understanding how this industry works. … This is not a PG-rated industry. If you’re weak, you’ll be eaten alive.”
Diddy has been publicly chastised by artists he has signed since the death of Bad Boy’s flagship artist, The Notorious B.I.G. When The Lox had difficulty maneuvering an exit from the label, they sparked a grassroots movement to “Free The Lox,” complete with T-shirts, radio interviews and performance cries. Former Bad Boy artist Shyne fell out with Diddy over the murder case that landed him in prison for nine years, and rapper G. Dep turned heads years after he left the label by revealing the seemingly bad business terms of his five-album, $350,000 deal with Bad Boy. Rapper Mark Curry even wrote a book about his bad business dealings with Diddy, titled "Dancing With The Devil."
Over the past couple years, Diddy has kept his name buzzing with song cameos, performances, or business dealings with the likes of Rick Ross, Nicki Minaj and Lil B. But in 2011, he began to rebuild Bad Boy’s rap roster by signing buzzworthy emcees Machine Gun Kelly and French Montana. He told Whoo Kid that the industry has a life expectancy of two years, and that the negative talk began to circulate around uncertainty of artists’ careers after the roster.
“People started to try to give us a bad rap and spread that propaganda through the new generation. When honestly, nobody on Def Jam’s still on Def Jam. No one who was on Roc-A-Fella is still on Roc-A-Fella,” Diddy continued. “…We the last crew standing. And I’m not saying that with any disrespect towards anybody’s name who I just said. We not letting that propaganda ride.”