Culminating a trial that gripped the nation, a jury acquitted Sean “Diddy” Combs of sex-trafficking and racketeering conspiracy charges on July 2, convicting him of two Mann Act charges related to the transportation of victims for prostitution. Given the monstrous narrative that unfolded regarding the American rapper, entertainer and entrepreneur over the grueling two-month trial, the verdict came as a shock to some who may have already convicted him in their minds.
However, as seen time and time again, a reputation marred by wrongdoing does not always ruin one’s career. Undoubtedly, certain graphic images and videos that emerged from the trial will not fare well in the court of public opinion—namely, the hotel security footage of Combs physically assaulting Cassie Ventura, his ex-girlfriend and the prosecution’s key witness. And Combs will likely join the ranks of known abusers in the music industry, such as Chris Brown, who infamously pled guilty in 2009 to assaulting his then-girlfriend, recording artist and entrepreneur Rihanna, and has faced several other assault charges since. Yet, Brown is currently embarking on a successful stadium tour—his record-breaking 11:11 tour reportedly grossed over $82 million last year, and his current Breezy Bowl XX tour is expected to gross even more.
In light of Brown's comeback, and others, are sexual assault and domestic violence accusations, charges, and convictions increasingly carrying less weight? Or is it just smart crisis PR?
Crisis PR in the Face of Cancel Culture
As cancel culture becomes more widespread, public figures must rely on crisis PR strategies to regain face in an industry that relies on social capital. A key tactic is retreating from the public eye by avoiding interviews, social media, appearances, brand collaborations and projects to quietly rehabilitate one’s image enough to be in these spaces again.
Perhaps one of the strongest examples is the comeback of "House of Cards" actor Kevin Spacey. Spacey laid low for nearly a decade after numerous allegations of sexual misconduct and several trials. He starred in far less high-profile projects compared to the award-winning series, and in 2023 a court cleared him of all charges.
Spacey recently hinted at a “substantial” comeback, as he received a lifetime achievement award at the Better World Fund gala dinner during the Cannes Film Festival. While his reputation may always be soiled among certain groups, a cultural shift combined with a substantial amount of time away from the limelight has benefited Spacey, and the same could be true for Combs.
Next Steps for Diddy
While he may never release music to the same acclaim again, he could potentially participate in behind-the-scenes production or tackle other business ventures, like his former prominent alcohol brands, Cîroc Vodka and DeLeón Tequila, so long as he is not the public face of a product.
Diddy’s comeback will also be dependent on the industry’s acceptance of him. Take Brown, for example, who has continued to collaborate with stars post-assault, including Usher, Justin Bieber, Drake, and most notably, Rihanna, signaling a renewed acceptance in the industry.
Prior to his allegations, Diddy was deeply embedded in music, fashion and business circles. While many have remained silent or renounced him, Ma$e, Boosie Badazz, Ray J, and Stevie J remain supportive, showing opportunities may be possible after all. Public opinion can be easily swayed when such presence is normalized in the industry.
Combs’ sentencing is set for Oct. 3, 2025, when a clearer path to his potential rehabilitation will be revealed. Although it will certainly be a laborious task, rebranding Combs’ image is possible by remaining under the radar in the aftermath of his conviction, as evidenced by celebrity comebacks from even the biggest scandals.
Seth Horowitz, is a seasoned entertainment PR professional and founder of Horowitz Agency.