GQ/Maciek Kobielski Diddy
3.19.2018

Diddy Covers GQ, Talks ‘Secret Project’ With JAY-Z

Diddy and JAY-Z are working on a “secret project,” but it’s not an album. Brother Love opens up about the endeavor for the cover of GQ’s April issue, saying they want to develop an app that allows users to search for black-owned and black-friendly businesses.

“I want to be an authentic, unapologetic warrior for black culture, and the culture of the street and how it moves,” Puffy explained. “My thing is most importantly to change the narrative of the black race. I can’t relate to anything that isn’t about that.”

The Cash Kings have been in talks about the unfinished app, which does not have a name. They say it’s not about exclusion. “This is not about taking away from any other community,” he added. “We’ll still go to Chinatown. We’ll still buy Gucci! But the application will make it possible for us to have an economic community. It’s about blacks gaining economic power.”

Diddy gets dapper for the cover of GQ‘s Style Bible cover, rocking designers including Tom Ford, Gucci, Haider Ackermann, and Christian Louboutin. “When I was growing up, there were four magazines I wanted to be on the cover of: Essence, Ebony, and Jet. And GQ. When I’m there today and doing a fitting for GQ, I’m like, ‘Wow…dreams really do come true.'”

Biggie’s death is a topic of discussion in the story. “I haven’t dealt with any of that yet,” he said, revealing that he hadn’t seen a therapist. “I try to get into it, but…that’s something that just hurts so bad. That’s a time that’s still suppressed.”

Puff also shared some of his favorite artists today, including Kendrick Lamar, Drake, SZA, JAY-Z, Nas, Migos, Lil Baby, and Future.

Diddy’s sons also pop up in the story. Justin says he wants to run Bad Boy once Love steps down. “I want to be the second coming of him,” he said. “Just being around my dad and seeing what he looks for in talent, that’s very exciting.” Meanwhile, Christian is focused on rapping: “My pops is always telling me, ‘You can do this, but you gotta do it yourself, no writers.'”