Following Sean “Diddy” Combs’ arrest and the unsealing of an indictment against him, his music catalog has experienced a significant surge in streams. According to Luminate, a music data and analytics company, Combs’ music saw an average increase of 18.3% in on-demand streams during the week of his arrest compared to the previous week.
This trend is not unique to Combs, as industry expert George Howard notes that streaming numbers often increase in the wake of controversy. Howard, a professor of music business management at Berklee College of Music, attributes this phenomenon to people’s natural curiosity about the artist and their music. “It’s like trying to understand the mind of someone who has been accused of such serious allegations,” he said.
Combs’ multiple business ventures, including his former affiliations with Revolt TV and Ciroc vodka, have likely contributed to the public’s perception of him as a businessman rather than a musician. As a result, Howard suggests that people are drawn to his music as a way to gain insight into his personality and behavior.
The “anonymization” of streaming also plays a role in this trend, according to Howard. Unlike purchasing a physical album or attending a concert, streaming allows listeners to engage with an artist’s music without publicly declaring their interest. This anonymity can lead to increased streaming numbers, as people feel more comfortable exploring an artist’s music without fear of judgment.
This phenomenon is not unique to Combs, as R. Kelly’s streaming numbers also saw a significant increase following allegations of sexual misconduct. Combs, who has pleaded not guilty to charges of federal sex trafficking and racketeering, faces allegations of abusing, threatening, and coercing women to fulfill his sexual desires and protect his reputation.
