Sean “Diddy” Combs, the music mogul, is currently facing multiple lawsuits that has severely impacted his reputation and business empire. Once a dominant figure in the music industry, the Bad Boy Records founder is now dealing with allegations that have led to the decline in his public image.
As these legal troubles unfold, past decisions from his career are being reexamined. One of the most notable could be his regret over passing on one of the biggest rappers in the 90s, a move that ultimately cost him. Diddy’s hesitation to sign him, dismissing him as “not marketable,” would later prove to be one of his most significant miscalculations.
Diddy rejected DMX to sign with Bad Boy Records, saying he’s “not marketable”
In the 1990s, Diddy‘s Bad Boy Records was at the top of the hip-hop world, dominating the airwaves with artists like The Notorious B.I.G., Mase, and The Lox. The label was known for its flashy, radio-friendly sound, a stark contrast to the raw style of DMX. DMX, the late rapper and actor, was still an underground rapper trying to secure a deal. However, the music mogul allegedly dismissed him as “not marketable” due to his gritty voice and street-oriented persona.
Instead of signing DMX, Diddy focused on Bad Boy’s signature polished, club-friendly music. However, the decision soon became a big regret for him. DMX eventually found a home at Def Jam, thanks to the persistence of Irv Gotti, who recognized the rapper’s potential.
Although rejected, the rapper didn’t find it humiliating but respected the decision. In a 2016 interview with the Drinks Champs podcast, shared on the YouTube channel Whos Crazy, the rapper said, “One thing I respect about Puff is that at least he told me to my face what he felt.” he further told,
“[Ruff Ryders executive] Dee told Puff, ‘If you like Lox, you’re gonna love X.’ I spit, or whatever, and he was like, ‘His voice too rough, and you’re not marketable.’ [I] didn’t like it, but I had to respect it.”
After being hired at Def Jam, Gotti made signing DMX his top priority, but his associates initially disagreed with the suggestion. “Every meeting after that, I’m saying, ‘Yo, when can we sign DMX?’ And they not letting me do it,” Gotti said, according to TV One TV. “So, I quit.”
Gotti’s willingness to walk away from his Def Jam duties was enough to convince his higher-ups to take him seriously. After returning to the label, Gotti’s associates decided to sign DMX. When DMX’s debut album It’s Dark and Hell Is Hot in 1998, it became an instant hit, selling over five million copies. The album’s success led him to be a reputed artist in the late ’90s.
Diddy tried to bring DMX back by offering a huge deal
Once DMX blew up, Diddy realized the mistake he had made. DMX revealed in the podcast that Diddy tried to bring DMX back into the fold by offering him a lucrative deal—reportedly double what he would have initially paid. However, by that time, DMX was fully committed to Def Jam, where he felt more at home with his raw and unfiltered style.
Cohen and Liles were leading Def Jam while Diddy’s Bad Boy Records was dominating the industry with its flashy, vibrant sound. The duo admitted they struggled to compete with Bad Boy’s polished style, which posed a threat to their business. They described how Bad Boys were shifting culture from a dull and monochrome style to a vivid and high-tech aesthetic music world. Cohen recalled in an interview with Complex,
One of the biggest mistakes they made—and I was even considering leaving the industry because I didn’t see how Def Jam fit into this technicolor world. But then I watched The L.O.X.—a truly authentic group from Uptown—and the moment they were pushed into that technicolor image, I knew I had to stay. That’s when we crossed paths with DMX.”
Ultimately, Cohen’s realization of the industry’s shift and the need for authenticity strengthened Def Jam’s direction. DMX’s success became a defining moment for Def Jam, helping the label reclaim its influence in the industry. While Bad Boy continued to have success, it never truly turned out to be a good decision, losing the chance to sign DMX.
In the end, his rise proved that the industry had space for an artist who didn’t fit the traditional mold of commercial hip-hop. As Diddy battles his current legal troubles, the story of DMX serves as a reminder to trust raw talent over marketability.
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