As reported by The Associated Press, Sean "Diddy" Combs' extensive music collection has experienced a surge in streams following his recent arrest and the unsealing of an indictment against him.
Industry data and analytics company Luminate reported that Combs' music, released 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 prior week.
George Howard, a distinguished professor of music business management at Berklee College of Music, expressed little surprise at the uptick in streaming numbers. He likened streaming to a form of curiosity-driven research, stating, "Music just becomes another piece of information as people try to comprehend the atrocities."
Howard explained that with Combs' diverse business ventures, such as Revolt TV and Ciroc vodka, many people tend to perceive him primarily as a businessman rather than a musician. He noted, "The natural curiosity that these types of charges evoke makes sense. It's like driving by a car crash. People want to look."
The phenomenon of increased streaming following controversy is not unprecedented. For instance, after a documentary accused R. Kelly of sexual misconduct, his streaming numbers nearly doubled.
Howard also highlighted the role of streaming's anonymity in driving the surge in numbers for Combs and Kelly. "Imagine walking into a record store now like, 'Yeah, I want to buy this Diddy CD,'" he remarked.
Combs faces federal sex trafficking and racketeering charges, with the indictment detailing allegations dating back to 2008, accusing him of abusing, threatening, and coercing women for years. Combs has pleaded not guilty to the charges.
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