Puff Daddy, Sean 'Puffy' Combs, Diddy, P. Diddy, Diddy - Dirty Money... it's safe to say that the man born Sean John Combs has been through a lot of monikers in his lifetime.

Now, however, the rap mogul and entrepreneur has announced that he is changing his name yet again - this time, to 'LOVE aka Brother Love'.

He made the announcement via a video posted to Twitter on Saturday - his 48th birthday - explaining his reasoning and revealing that he will not be responding to any of his former monikers from here on in.

His new name is quite a mouthful - but then again, when you're as mega-rich as he is, we suppose you can call yourself whatever the hell you like.