P Diddy has hit out at claims he modelled his new fragrance of royalty because his ego is getting out of hand.

As previously reported on TaleTela the CEO of Bad Boy is set to launch I Am King worldwide in February 2009.

Diddy says: "We are all descendents of royalty -  and if we carry ourselves and respect ourselves in that manner and believe in ourselves, then we are all kings.

"It has nothing to do with being arrogant. I Am King is not a statement about myself - I Am King is about every man who is going to go and buy the fragrance."

Arrogant? Diddy? Never!