By _YBF

 photo didc.png

Diddy and his girlfriend Cassie are raising eyebrows and body tempertaures in a brand new (and very provocative) ad for his upcoming new fragrance. The ad spot is… MANY things, one of them”s not safe for work. Check out their steamy promo and The Game’s new video “Ryda” featuring Dej Loaf inside….

It’s not quite summer yet, but Diddy and Cassie are heating things up with new ad.

Diddy and Cassie push the envelope in a brand new ad/commercial for his new fragrance, 3AM. The twosome gives us a sneak peek at the types of things that go on early in the morning in their bedroom. And with his new fragrance, he hopes to recreate the same steamy experience for consumers.

The Hip Hop mogul is making a comeback in the fragrance industry with his first scent in six years, which he says is made for men and women as well, since they seem to love it. He chopped it up with Style.com about his new venture and gave us some insight on how the ad came about and what it represents.

Below are the highlights:

How did you develop the concept for the video?
The concept for the video represents one of the things that 3 a.m. is for me. It’s a very one-on-one time. It’s a time to have fun and push the envelope a little bit. It’s definitely an hour where you would find yourself with a young lady. Anything can happen at 3 a.m., and in the video, you see a fantasy that’s in my head of what happened that night.

How involved were you in coming up with the different scenes?
I worked hand in hand with Nabil [Elderkin], who is an excellent director. I gave him the broad strokes, and we just turned the cameras on and let it all happen. A lot of the stuff you see, like the running up the stairs, we didn’t do it 20 times. We shot the whole video in seven hours.

The last scene with you and Cassie is really steamy—what kind of reaction do you think you’re going to get from it?
I think if people hear about the video, they’re going to hear that it’s racy and provocative, but I also think they’re going to hear people say that it’s beautiful. That whole interaction has nothing to do with sex as much as it has to do with love. My concept is that love is the new sexy.

Are you picturing this as a going-out scent?
It doesn’t have to be literal. 3AM is a moment, a time or a feeling. The customer is sophisticated enough to know they can wear it 24 hours.

Did you intend for the scent to be unisex?
It evolved into being unisex. I think when you plan to make a unisex fragrance, it doesn’t work. But when you just make a good fragrance that doesn’t smell like you’re trying to be masculine, you always have a great opportunity [to attract] women. In this case, it was made for a man, but a lot of women liked it, so it’s unisex.

What are you usually doing at 3 o’clock in the morning?
Everybody has a 3 a.m. experience, and usually it’s not the regular story that you’re talking about. Why are you even up and out at 3 a.m.? Yeah, there is a story there.

Peep the sizzling clip below:

Diddy will unveil his new fragrance on May 6th at Macy’s in Herald Square. Oh and get this…

According to PageSix sources, the execs over at Macy’s feel the ad is way too much! It’s said the Hip Hop entrepreneur was asked to re-edit it several times to tone down the explicit scenes. In fact, his event on Wednesday was nearly delayed because of the explicitness. Luckily, Diddy was able to get an edited version together and that’s what will play during his fragrance debut, according to a Macy’s rep.

On the music video front…

Get More: The Game, Ryda feat. Dej Loaf, Music, More Music Videos

The Game is looking for a “Ryda.” And he found one for his new video, Detriot rapper Dej Loaf. Directed by Benny Boom, Game and Dej are on a mission to get some serious cash and will do whatever they have to in order to get it. “Ryda” appears on Game’s upcoming sixth studio album, The Documentary 2. And it’s slated to drop June 30th.

Game also has a new reality series on the horizon. He’s gearing up for the premiere of his VH1 reality series “She’s Got Game” where he will let cameras follow him on a national tour as he looks for love. It’s expected to debut this summer. In the meantime, check out his latest visuals above.

BONUS:

A video posted by TIDAL (@tidal) on May 4, 2015 at 8:40am PDT

Jay Z is giving TIDAL subscribers a one night only show where he performing selections that have never been or not performed live in a decade, which he has dubbed as “B-Sides.” The show is going down May 13th in NYC and a live stream will be available as well…but ONLY to TIDAL subscribers.

…read more