Justin Bieber, the Weeknd, Mary J. Blige, and more helped hype the new record.
The album is set to arrive Sept. 15.
The trailer begins with reflective questions about the project’s inception.
Diddy.Rich Polk/NBCU Photo Bank via Getty
“Why am I doing this?”
Diddy asks in the opening narration.
“You know what I’m saying?
Especially with the success that I’ve had.
Especially where my life is.
He hints at the meaning behind the album’s title later in the trailer.
Diddy has also gone by the monikers Puff Daddy, P. Diddy, and Puffy.
“I don’t make an algorithm, I make a feeling,” he says in the trailer.
“You wanna give ‘em something that they can sing.
People say, ‘Do you want streams?’
I said, ‘I want souls.'”
Diddy’s previous solo album,Press Play, dropped in 2006.
He also released the mixtapeMMM (Money Making Mitch)with the Family in 2015.
Watch the video above.
