This week, Diddy is calling himself "Swag." So, to coincide with his temporary moniker, the hip-hop mogul launched a Twitter for his alter ego, and announced the change with a Youtube video.
Apparently, Diddy has been sick for a week, and now that he's better, he celebrating as "Swag."
Taking a break from watching a basketball game with a group of friends -- including Ray J -- Diddy explained the switch.
"I've decided that I'm gonna change my name for a week, in honor of my comeback," he said, listing the array of names he's gone through since working in the music industry. "For this week only, you call me by my new name Swag. My new name is Swag."
Diddy, as of press time, has nearly 9,000 followers on his new alter ego's Twitter account. Follow "Swag" @IAmSwag.