For nearly two years, a nearly nonstop parade of allegations and revelations has ravaged and unraveled Sean “Diddy” Combs’ carefully cultivated reputation as an affable celebrity entrepreneur, A-list party host, Grammy-winning artist and music executive, brand ambassador and reality TV star.
It culminated in a verdict Wednesday that saw Combs acquitted of the most serious sex trafficking charges, though guilty of two lesser ones. The stratospheric heights of his previous life may be impossible to regain, but the question remains whether a partial conviction could mean a partial public rehabilitation, or if too much damage has been done.
“Combs managed to avoid becoming the next R. Kelly,” said Evan Nierman, CEO and president of crisis public relations firm Red Banyan, referring to the R&B superstar convicted of similar sex trafficking charges as those that Combs beat.
Combs, 55, has yet to be sentenced and faces the likelihood of prison time, but he no longer faces the prospect of spending most of the rest of his life behind bars. While the law allows for a prison sentence of up to 10 years, the lawyers in the case said in court filings that guidelines suggest a term that could be as short as 21 months or last more than five years.
“This is a very positive outcome overall for him. And it does give him an opportunity to try to rebuild his life,” Nierman said. “It won’t be the same, but at least he’s likely going to be out there in the world and able to move forward.”
The case had a broad reach across media that made Combs a punchline as much as a villain. Talk shows, “Saturday Night Live” and social media posters milked it for jokes about “freak-offs” and the voluminous amounts of baby oil he had for the sex marathons.
“There are definitely terms which have now become part of the popular lexicon that never existed pre-Diddy trial, including things like ‘freak-off,’” Nierman said. “The images that were painted in the trial and some of the evidence that was introduced is going to stick with him for a long time.”
Danny Deraney, who has worked in crisis communications for celebrities as CEO of Deraney Public Relations, agreed.
“The jokes will haunt him forever,” Deraney said.
Managing public narratives — something Combs has previously excelled at — will be essential. He could cast himself as a tough survivor who took on the feds and came out ahead, or as a contrite Christian seeking redemption, or both.
“It’s a powerful thing for the hip-hop mogul to go public and brag that he beat the rap and that the feds tried to come after him and they failed,” Nierman said. “I could definitely see him leaning into that.”
Nierman said the fight “now will become part of the Sean Combs mythology.”
Combs fell to his knees and prayed in the courtroom after he was acquitted Wednesday of sex trafficking and racketeering charges. The moment by all accounts was spontaneous but could also be read as the start of a revival narrative.
“No matter what you’re accused of, it’s what you do to redeem yourself on the way back,” Deraney said. “Is he redeemable? Those are still heavy charges he was guilty of. It’s tough to say; people have had these charges hanging over their heads and were able to move on.”
Combs has been behind bars since his September arrest and will remain jailed while he awaits sentencing.
