SOURCE: Atlantic Records

September 15, 2006 13:14 ET

Diddy Sets Marathon Cross-Country Promo Run; Grammy-Winning Superstar Heralds "Press Play" With Coast-to-Coast Itinerary; "Come To Me" Leaping up Charts; New Album -- Diddy's First in Five Years

-- Drops October 17th

NEW YORK, NY -- (MARKET WIRE) -- September 15, 2006 -- Bad Boy Records founder, CEO and recording artist Diddy has unveiled plans for a sleepless, event-jammed, cross-country promotional tour heralding the impending arrival of his eagerly awaited new album, "PRESS PLAY," due in stores on October 17th. Beginning September 18th in Philadelphia, Diddy will barnstorm America, traveling to cities from coast to coast in an itinerary of marathon endurance.

Included in the non-stop schedule will be special "PRESS PLAY" listening parties hosted by multi-format radio stations in major markets. Throughout the month-long run, Diddy will also be honored by mayors and other local officials. In some cities, Diddy will be awarded the prestigious "Key to the City," while in others, a proclamation of "Diddy Day" will be announced to celebrate his visit.

In addition, the "PRESS PLAY" tour will include a series of "Diddy High" events, where he will visit high schools in a number of cities, including Philadelphia, Baltimore, Washington, DC, Norfolk, Atlanta, Boston, Chicago, San Francisco, Las Vegas, and others. In speaking with students, he will address such themes as "No Excuses," "How To Make It Happen," "Press Play On Your Life," and "Empowerment."

Among the highlights of the promo trek will be "Diddy Satellite Radio," a two-hour session on XM Radio slated for September 19th; "Breakfast with Diddy" extravaganzas at an array of high-profile morning shows; a taping of the nationally syndicated "American Top 40 with Ryan Seacrest"; and a pair of very special "Bad Boy Weekend" events in Atlanta (September 22nd through 24th) and Washington, DC (October 6th through 8th). In every market visited, Diddy will spend time meeting and greeting lucky winners of various station-sponsored contests.

The "PRESS PLAY" promotional tour will wrap up on October 16th with Diddy's return to his home base of New York City. A number of interviews and events are slated for the album's street date, including visits to such influential Big Apple stations as Hot 97, Z100, and Power 105.

Diddy's "PRESS PLAY" is the Grammy-winning superstar's first solo collection in five years. The Diddy-produced first single, "Come To Me," featuring Nicole Scherzinger from The Pussycat Dolls, has exploded at radio across the country. It was the #1-most-added song in its first week at Urban and Rhythmic formats, and is now bulleting rapidly up both charts, while leaping nearly 70 spots this week to land at #25 with a bullet on the Billboard Hot 100. The companion video has jumped into "Big 10" rotation on MTV.

A year in the making, "PRESS PLAY" finds Diddy joined by a who's who of contemporary artists and producers. Among the guest performers are: Christina Aguilera, Mary J. Blige, Jamie Foxx, Big Boi, Timbaland, Brandy, Cee-Lo, Ciara, Keyshia Cole, Nas, Twista, and more. Diddy was joined on the production side by such studio stars as Kanye West, Just Blaze, Pharrell Williams, Havoc from Mobb Deep, Will.I.Am from the Black Eyed Peas, and Rich Harrison, among others.

"PRESS PLAY" comes nearly a decade after Diddy released his first solo project, the #1, seven-time RIAA platinum "NO WAY OUT" -- which earned Grammy Awards for "Best Rap Album" and "Best Rap Performance by a Duo or Group" (for the classic "I'll Be Missing You"). In 2004, he earned his third Grammy Award as an artist, for "Shake Ya Tailfeather," with Nelly and Murphy Lee, from the "Bad Boys II" soundtrack.

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