Diddy spent the five years since the release of his previous solo album making (and shelving) a gospel album, dabbling (or flailing) in dance music, running in the New York City Marathon, developing a perfume called (almost unbelievably) Unforgivable, and undoubtedly doing many other important things. His Bad Boy empire settled into a severe lull until the summer of 2006, when Yung Joc's "It's Going Down," Cassie's "Me&U," and the Danity Kane album revived the label. Press Play is well timed, and it's also well endowed: the roster of collaborators and guests is both extensive and impressive enough to entice the severely Diddy-resistant.
Earlier this year, Sean "P Diddy" Combs expanded the business empire, which has thus far netted him an estimated $364m, with the launch of his own perfume. As with a lot of celebrity-branded scents, Combs's took an adjective as its name. But the word he picked was somehow inappropriate: there is something a little jarring about calling an aftershave Unforgivable.