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Diddy may have legally changed his middle name to “Love,” but that doesn’t mean he’s getting any on Twitter. The social media platform lit up with reactions to Diddy’s hosting gig at the 2022 Billboard Awards on Sunday night (May 15), bashing the Bad Boy mogul for shamelessly self-promoting his new music, Cîroc vodka, son and other business endeavors.

Diddy presumably seized the moment to do so as the annual event’s executive producer, but there are plenty of people who found it distasteful. As one person wrote, “Wow @BBMAs y’all just gave Diddy a whole 3 hours to promote all of his products? THIS IS YUCK AND EXHAUSTING.”

Some viewers couldn’t stomach the blind arrogance he seemed to exude either. “Okay I’m 5 minutes into this @BBMAs and P Diddy hasn’t stop celebrating himself and how fabulous he is,” one person wrote. “That’s not what I tuned in for.”

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Prior to the ceremony, Diddy spoke to Billboard about his decision to book controversial artists Travis Scott and Morgan Wallan to perform, saying he was “un-canceling the canceled.” So when Diddy presented an award to activist Tamika Mallory, it didn’t sit right, with some pointing out Wallen was “canceled” last year for freely using the “N-word” in a viral video.

Diddy Is 'Un-Canceling The Canceled' Beginning With Travis Scott & Morgan Wallen

Still, Diddy’s self-promotion almost felt like a scene from the infamous Chapelle’s Show skit “Making The Band,” especially when his “butler” brought him lotion for his “ashy” hands and later served him drinks. Check out some of the reactions below.