guy gerber diddy 11:11 guy gerber diddy 11:11 Rap legend Diddy and Israeli producer Guy Gerber discussing their new collaborative album '11:11'. (Photo: IMS Engage 2014)

The electronic hand behind Diddy's new '11:11' album

Producer Guy Gerber is shepherding the rapper's entrance into the tech-house music genre.

One listen to "My Heart," the debut single from the hugely anticipated "11:11" album, and it's clear that Diddy (aka Sean Combs, P. Diddy, Puff Daddy) isn't afraid to try something new. 

The 44-year-old rap artist and business mogul rocked the music scene a few years back when it was revealed that he was working with Israeli electronic DJ/producer Guy Gerber on a new project. That collaborative effort, which merges the laid-back, emotional grooves and techno-swirls of Gerber's style with sprinkles of vocals from Diddy, is now set for release as a free download later this month.

“It’s all about the spiritual aspect of this music,” Diddy said during the 2014 IMS Engage Conference. “Playing from the heart and experiencing true emotions. I am always looking for DJs/producers without a set format, who aren’t afraid to clear the dance floor, who are fearless. I thought it would be cool to work with Guy after hearing him.”

It's a surprising departure for Diddy, who is better known for fast and memorable rap songs than the more meditative, background grooves on "11:11" – a change he admitted isn't for everyone. Gerber echoed that sentiment, saying: "The mission of this album is to show that it’s possible to touch a lot of people, but without trying to please people. We just made what you feel, something a lot of people can identify with. We didn’t have to follow any rules.” 

The single's creative departure doesn't appear to be hurting its popularity in the EDM (Electronic Dance Music) scene, with fans eager to sample the full effort.

"The single 'My Heart' beats deliciously hard and in rhythm with my own without being over-produced into pop fare that would make it indistinguishable from everyone else," Greg Seate, a 33-year-old electronic music fan from Maryland, told From The Grapevine.

"Diddy is ambitious to say the least, which is refreshing at times to see him break away from the rap scene where he has previously made his name," Seate said. "Gerber is a master in the world of Trance techno, where the sounds are very airy, full and vibrant without exploiting the hypnotic low bass thump that is inherent with Ibiza house."

He added: "I expect with a start like this, the album will be worth buying even if they are giving it away for free."

According to Gerber, we can expect "11:11" to drop later this month.

Listen to the track "My Heart" below. 

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