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Bow Wow is retiring the name that made him famous.
The hip-hop artist who started out as Lil' Bow Wow before growing into the more grown-up version of the alias announced Sunday via Instagram that he has decided to drop his stage moniker and answer strictly to his legal name, Shad Moss, going forward.
According to the 27-year-old rapper, he has come a long way since finding fame with the release of his first album over a decade ago, saying: "We made alot of history as bow wow. Now its time for the next chapter and challenge. Bow wow does not fit who i am today. Ima father, business man, TV host, Actor, and rapper! Time for MR Moss to take over!"
Following in the footsteps of a long line of hip-hop stars before him, Bow Wow has now undergone multiple name changes.
In 2002, he dropped the "Lil" from the name originally given to him by his mentor and fellow name-shifter Snoop Dogg—also known as Snoop Lion.
Per Mr. Shad Moss, this name change will go into effect after the BET Awards on June 29, but the 106 & Park host's Twitter page already reflects his brand evolution.
And while some fans responded with disappointment ("please don't that name holds sooo many memories," lamented one commenter), others were supportive and wished him well. "you right. Everything has its own time. You've done a lot as Bow Wow now it's time for Shad (Real)," wrote one, while another wasn't concerned with the name change at all, asking, "how do i get in to the [BET] after party really need some fun."