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Photo Credit: Gio Bandero for Combs Enterprises
Sean "Diddy" Combs poses with Motown Records C.E.O. and Chairwoman 
Ethiopia Habtemariam

After years of toiling behind the scenes of his Bad Boy Entertainment label as well as amassing lucrative fashion, liquor and television deals that have him on the verge of being a billionaire, Sean “Diddy” Combs is leaving behind the boardroom to return to the forefront of the business that first made him a household name in the 1990s.

The 52-year-old announced the launch of a new R&B label in partnership with Motown Records on Tuesday and, perhaps more notably, his return as an artist.

The label, Love Records, will be focused on “creating timeless R&B music with the next generation of artists and producers” according to the announcement.

“Music has always been my first love, Love Records is the next chapter is about getting back to the love and making the best music of my life,” Combs said in a statement.

To kick off the new venture Combs has recruited one of the highest-selling artists on the planet for its first project — himself. The three-time Grammy Award-winner's first LP since 2006’s “Press Play” is scheduled to be released this summer.

“Motown is the perfect partner for my album and I’m excited to add to its legacy,” Diddy said of his first collaboration with the legendary label that was the cradle of black music excellence for so long in his 30-year career.

Motown Records C.E.O. and Chairwoman Ethiopia Habtemariam added, “This is a major moment for Motown, as Diddy is one of this century’s most important voices in music and culture; To be a part of his next evolution and album is nothing short of monumental.”

One of the most successful music producers of the 90s, Combs helped shape the sound of and make icons of artists like The Notorious B.I.G. and Mary J. Blige and has worked closely with icons such as Mariah Carey, Jennifer Lopez, Boyz II Men, Britney Spears and Kanye West.

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