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Brother Love, formerly known as P. Diddy, said that he’s on a new wave right now. The hip hop mogul said that his primary focus is to be a warrior for black culture. Er, am I missing something, but Love, haven’t you always been?

In an article with GQ, Love was asked what kept him hungry considering the 48-year-old really has a “can’t stop, won’t stop” work ethic.

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

He tweeted this sentiment as well, making sure that all who didn’t catch the article would at least catch a highlight on social media.

And if you’ve ever seen a televised interview of Love, then you know that when he said this to the GQ journalist, he probably said it with the most serious face. This fits into my idea of Love already being unapologetic, so what’s with him saying he wants to be unapologetic when he already is?

Piggybacking off wanting to be a warrior for black culture, he said that he wants to develop an app that will allow users to locate black and black-friendly businesses in any given city or neighborhood.

“This is not about taking away from any other community,” he said. “We’ll still go to Chinatown. We’ll still buy Gucci!” He laughed. “But the application will make it possible for us to have an economic community. It’s about blacks gaining economic power.”

Apparently, Love wants to be unapologetic by using his own capital and investing it back into the black community. The multi-million dollar entrepreneur, who is behind brands like Ciroc and Sean John, now realizes that bringing attention to fellow black entrepreneurs will enable them to rise in the ranks. And not only the entrepreneurs but the whole community. That’s true unapologetic blackness! OK, I see you, Love!

Love went on to say that he’s been talking to fellow hip hop mogul Jay Z about this new endeavor. They have been seriously discussing what “black excellence” means, and this app would be one of the ways they would be able to contribute to, what I believe is a “black excellence” movement, right now.

And what’s not on the “black excellence” agenda is passiveness. Love said that he’s over that concept. It’s time to start “charging.”

“We’re into psychological warfare,” Love said. “The difference is, we’re not trying to hurt nobody.”

Renese spends her early mornings writing, her days securing insurance for TV shows, and her in-betweens blogging about the silliness and seriousness of life on her blog.
Follow Renese on Twitter: @reneseford

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