Even Diddy Has a Blog Now

If Kanye West could run a blog—and Kanye absolutely ran a blog, the whole Universe City thing, capitals and cosmic proclamations and all of it—then the logic apparently extended to everyone. P. Diddy, the man who had accumulated more name changes than most people accumulate ex-partners (Puff Daddy, Puffy, Diddy, Bad Boy, Sean John, some rotating combination thereof), launched his own and started posting about Muhammad Ali, surfing toddlers, and creative nerds.

The design wasn’t exactly intuitive, but the energy was there. There’s something genuinely enjoyable about watching a forty-year-old hip-hop mogul decide that what he really needed was a personal publishing platform. The ego driving that decision is the same one that built the empire in the first place, so it tracks perfectly. Subscribe if you want—it costs nothing but time, which is the one thing none of us have enough of anyway.