Sean 'Diddy' Combs' music catalog has experienced a surge in streams following his arrest last week and the subsequent unsealing of an indictment against him. According to industry data and analytics company Luminate, the hip-hop mogul's music, under various monikers such as Diddy, Puff Daddy, and P. Diddy, saw an average 18.3% increase in on-demand streams during the week of his arrest compared to the previous week.
George Howard, a professor of music business management at Berklee College of Music, expressed that he is not surprised by this increase. He likens streaming to a Google search of the artist, driven by curiosity. 'Music just becomes another piece of information as people try to comprehend the atrocities,' Howard told AP. 'It’s like, ‘What would someone whose brain works like that, allegedly, what would their music sound like?’'
With Combs' numerous business ventures—from Revolt TV to Ciroc vodka, both of which he is no longer associated with—Howard noted that many people likely view Combs more as a businessman than a musician. 'The natural curiosity that these types of charges evoke makes sense,' Howard said. 'It’s like driving by a car crash. People want to look.'
Increases in streaming numbers following controversy are not unusual. After a documentary accused R. Kelly of sexual misconduct involving women and underage girls, his streaming numbers nearly doubled. Howard also pointed out that the 'anonymization' of streaming could contribute to such increases for both Combs and Kelly. 'Imagine walking into a record store now like, ‘Yeah, I want to buy this Diddy CD,’' he said.
Combs is charged with federal sex trafficking and racketeering. The indictment, which details allegations dating back to 2008, accuses him of abusing, threatening, and coercing women for years 'to fulfill his sexual desires, protect his reputation, and conceal his conduct.' He has pleaded not guilty to the charges.
