Houston, TX, July 12, 2023 – Brian J. Roberts in conversation with 50 Cent at the Sire Spirits ... [+]
In 2003, 50 Cent's debut album, "Get Rich or Die Tryin'," sold 872,000 copies in just four days, the highest first-week sales for a debut album.
Fast forward to 2023, and his global "Final Lap Tour" sold 840,000 tickets in its first week, spanning over 93 shows across 24 countries and more being added—a testament to his staying power in the unforgiving world of entertainment.
50 Cent’s Story: The Abridged Version
But 50 is no stranger to unforgiving industries: he came of age during the "Crack Era" in Queens, New York, during the 1980s, surviving an assassination attempt in May 2000.
Back then, 50 didn't back down. In a 2023 Diverse Mentality documentary on the album, DJ Rad, a producer for Get Rich or Die Tryin, said that "he had the streets right back again," speaking on 50 Cent's return to music after the shooting.
What followed was, according to Joe Budden in a 2017 Complex video, "the greatest run I've ever seen in my entire life."
The run continues, except this time, he's traded in his bulletproof vest for a tailored suit and a pair of Allen Edmonds, which we both had on for the interview by chance.
While most credit his tenacity, that alone can't be responsible for the progress. The invisible hand in all this was most likely 50's business acumen.
50 Cent’s Sire Spirits, G-Unit Film and Television
Houston, TX, July 12, 2023 – The Sire Spirits Lounge inside the Toyota Center.
Now, alongside the tour, 50 is expanding his film and television imprint, with 36 series in development, including a role in The Expendables 4, in which he'll star alongside Jason Statham, Sylvester Stallone, and Megan Fox.
At the same time, 50 Cent's Sire Spirits brands, Branson Cognac and Le Chemin du Roi Champagne, and his G-Unity Foundation, are partnered with the recent 2023 Stanley Cup-winning Vegas Golden Knights, for one.
But what makes his sports partnerships special–which also include the Indiana Pacers, Sacramento Kings, Houston Texans (NFL), Rockets (NBA), Astros (MLB), and Minnesota Timberwolves–is their deal structure and philanthropic arm.
"I watch major companies make mistakes. Like, Hennessy makes a deal with the NBA and not Tilman himself. My deals are with the owners direct. I have relationships with them. Theirs is just with the logo, the NBA." Why go direct to the owner? One to cut out the middleman.
Two, in 50 Cent's words, "They provide an ability for me to connect with what they've built." "They have a different relationship with enough of the community to fill every seat here. And I can step into those programs, be a part of the philanthropy and be a part of what's already tested and proven to work. I don't want to commit my time to something that is not working."
Houston, TX, July 12, 2023 – A "21 Questions" LED sign inside the Sire Spirits Lounge at the Toyota ... [+]
Case in point: 50 Cent has deep roots in Houston now. His foundation's intervention program, now in the pilot stage as part of the Houston Independent School District, wrapped up a $500,000 investment into student businesses in June 2023 in partnership with Horizon United Group.
50 Cent's medium has evolved, but his drive remains unchanged. Whether it's the raw energy of his music, the strategic intricacies of his business deals, or his commitment to making a genuine difference in communities, 50 Cent exemplifies the rare blend of tenacity, vision, and heart.
Houston, TX, July 12, 2023 – Brian J. Roberts in conversation with 50 Cent at the Sire Spirits ... [+]
His story is a testament to the power of resilience and the ability to continually reinvent oneself and not just adapt to the times—but shape them.
