By the age of 9 he had already established himself as a street hustler and by 24 he was barely recovering from a barrage of bullets lodged throughout his torso. While it may sound like a fictional novel, it’s the hard truth and in this exclusive interview 50 Cent talks about far more than Guns and Glory.
EBM: The song, “In Da Club” really established you as an artist and as a sex symbol. Being that you’re considered a street dude, was it hard to take on the title of sex symbol?
50 Cent: I think the success of “In Da Club” created an aura of sexiness. So the sex symbol is in direct relation to the success of the song and because I wrote the song I’m now considered sexy. It’s an interesting dichotomy between success and sexy. Based on my observations you’re much sexier when successful. So these are things beyond my control, and my experience with the streets is a separate entity.
My life prior to Get Rich or Die Trying is captured in vivid tales within the music. I was a drug dealer. I sold crack cocaine and for much of my youth I felt like that was my only option. My mother was killed when I was really young and I never knew my father, therefore, the bulk of my influences were street cats; getting money the fastest way they could and that just seemed like the natural progression for me considering what I was going through emotionally. I felt like I didn’t have to answer to anyone, and I was essentially raising myself. My mother was a dope peddler and whenever I saw her she would have gifts for me and pockets full of cash, and at that age you’re very impressionable so once I was able to get my weight up I started hustling…
And through those experiences I was able to write from a more realistic perspective. I’d find it hard to believe that anyone could write from that perspective if they haven’t experienced the kind of hardships I’ve overcome, unless you’re a complete fake, and that would eventually be exposed.
In many instances artist write either from their own experiences or from someone else’s experiences, but the reason why you never hear someone question my life prior to my success is because those who are connected to the streets and knew me during that time, knows that everything adds up. Therefore, I can be considered sexy and still connect with that “tougher” audience.
You may hear from a lot of people who oppose my success say a lot of things, “Oh he’s this or he’s that”, but what they won’t say is that my past is inaccurate.
EBM: But what does that do for your image, particularly when crossing-over into the mainstream, as you have?
50 Cent: It’s a double edged sword. On one end people are more intrigued with your story, because for the most part you’ve traveled a road that most of society hasn’t, and they’re interested in hearing your story and want to be brought into your world as long as they don’t have to live it. But on the other end executives are reluctant to deal with you because of your past. They’ve been programmed to believe in a conventional way of doing business, and when that model is proven to be inaccurate, they’re unable to adjust.
The entire system is bias and needs to be re-assessed because it doesn’t account for those individuals that may have had to take a wrong turn in order to find their way. Take the Internet for example; the music industry was aware of the changes being made in music and how people were receiving new music. Over a decade ago when it was discovered that Shawn Fanning of Napster was sharing files everyone was outraged, but they were slow to respond and as a result you have sagging sales and an inability to adjust or even create a model that will compete with the new way consumers are getting music.
And we’re seeing that same kind of thing right now, regardless of the long standing success of rap music [executives] are still reluctant to take a chance on an established rap artist. And you would think they would be more receptive to these new breed of artist, if not for their initiative, alone. What this says to me is that the wrong people are running the labels. At one point R&B and hip hop made up 70% of the consumer dollar but in the board meetings the people closest to the music aren’t properly represented.
Hip hop is changing the way entertainment operates. It forces individuals to deal with their comfort level differently; now you have a younger, hipper group owning labels and having the ability to make decisions that determine the outcome of your employment. And these same individuals are hiring who they think best represents their audience. That completely changes the platform and to some degree the rules of entertainment.
EBM: Since you’ve entered the industry, you’ve really set out to brand G-Unit and yourself. Most recently, you are in negotiations to create a line of affordable home computers with Apple. Talk more about how that came about. And is it an extension of the G-Unit brand?
50 Cent: I’ve always understood the importance of brand expansion and the concept of diversification. Even during my earlier years as a drug dealer I understood the risk of selling drugs was far greater than the reward, and although at the time I felt like it was my only option but once I was able to do better I did. Therefore, as I’m presented with new opportunities I take full advantage of them but I’m always conscious of the risk/reward factor. So any opportunity presented to me I’ll give it full consideration. But because we’re in the negotiating phase I’m unable to discuss anything in great detail.
However, I will say a lot has been made about the Vitamin Water deal; hopefully, there’s a better deal awaiting me.
EBM: In addition to the potential deal with Apple, you also have a clothing line, a line of energy drinks, and a shoe line and there’s talk of hip hop novellas. But it’s your most recent work that has you on the New York best sellers list. How did that come about?
50 Cent: Well, I had an opportunity to collaborate with Robert Greene after reading his book The Art of Seduction. I thought we’d introduce ourselves and that would be it, but an intense conversation ensued and he showed a considerable interest in my approach to business. Then we started conversations more frequently and those conversations turned into an outline that is now the 50th Law by 50 Cent.
And what I’ve been able to do with this book is show my approach to business and how the persistency of someone’s character will ultimately determine their outcome.
EBM: Fashion wise, you’re known to switch styles from hoodies and jeans to fresh custom suits. And your style has changed in your videos, too. What inspires your style? In terms of fashion, what designers are you into (European and American)? And, will your clothing line eventually expand to include more facets in men and women designs (evening wear, suits…)?
50 Cent: I’ve always had a love affair with high end items whether it be clothes or cars. I’m from a place where what you drive and/or wear is a clear indication of your wealth, but it isn’t until you get money when you realize clothes say very little about your wealth, because I know some really rich guys who could give a damn about what they’re wearing. But on the other hand I’m conscious of what I wear and how it looks on me. And I don’t necessarily choose designers; it’s more of a fit for me.
Currently we’re working on a new distribution deal for the G-Unit clothing line and we should have that completed by the second quarter of the New Year.
EBM: With your notoriety, how hard is it to date women? What type of woman do you go after?
50 Cent: One of the benefits of wealth is that when you’ve acquired enough wealth you don’t have to go after woman anymore, everything’s arranged (laughter). But I’ve always had trust issues, and when you finally achieve a certain level of success it makes it even more difficult because you really never know what that person’s intentions are. And right now I wouldn’t be good in a relationship. I’m working all the time and it would be next to impossible to provide a lady with any quality time.
Maybe at some point I’ll slow down and be able to share myself with someone. I look forward to that actual experience, but we’ll just have to wait and see. In the meantime I want to keep crossing boundaries and seeing how far G-Unit can reach.
EBM: You also have a Foundation. G-Unity has recently given $25,000 to the Nashville Alliance for Public Education. Previous grants include The Boys Choir of Harlem Academy, the Jam Master Jay Foundation for Music, Queens Borough Community College, and the Compton Unified School District. Why is it so important for you to give back? How important was education to you growing up? And, how has that perception of education changed (since acquiring fame)?
50 Cent: Yeah, I’m really committed to my non-profit organization. And it’s important for me to actually be hands-on and not just the face of the organization. I think for the most part I’m more involved now than ever before. I guess that comes with maturity and the desire to do my part.
I was kicked out of high school, but was fortunate enough to be able to get my diploma while incarcerated. And having that opportunity was important to me because through education I was able to realize the opportunities aside from the negative lifestyle I was living.
EBM: Are there ever days when you don’t want to be “50 Cent”, you just want to be Curtis Jackson?
50 Cent: That’s a tough question. It’s like, you work really hard to get to this point and when you reach this level of “superstardom,” it becomes hard to adjust. Having to be “politically correct” all the time can affect your perception of what’s real and what’s fake, because that’s just not something I’m familiar with. I come from an aggressive environment, where my “don’t give f*$#” attitude made people respond better to me than a more cerebral approach of being mindful of who’s feelings may get hurt during one of my tyrants.
And there’s no instructional manual on what to say or how to be, except for when you say something wrong. But you quickly learn and realize you’re public property and all of the judgment comes with the territory.
EBM: GRODT went 8x platinum, Massacre 5x and GRODT sdtk went 2x platinum. Was it difficult having the latter 2 albums not sell as many as the first? Are you a perfectionist? Or, do numbers of records sold mean little to you?
50 Cent: How do you recreate that kind of success! Once you set the standard at a ridiculous level you now become a part of those expectations. With the success of those two albums I created a perception of the impossible being possible; most artists that have been performing for decades haven’t created that body-of-work, and in just five years I’ve been able generate considerable interest. Some of your favorite artists haven’t generated that amount of interest throughout their entire career, but the audience demands it from me. And unfortunately or not I have to exceed their expectations every time or I’m slipping or my skills have diminished in the minds of the average listeners.
So what I did with my latest LP, Before I Self Destruct, was I recreated material my audience is accustomed to. I’m very comfortable with the response the actual music has received and I think that is a direct response of my core audience, and what they expected from me and my response was to give them that Get Rich or Die Tryin feel again, that gritty sound, street anthems, an edgier sound. And it seems as if the audience wants that from me.
EBM: “Beefs” are standard in this business (between rappers). However, beefs have also led to acts of violence on some of hip-hop’s brightest stars. You have been involved in beefs with artists, as well. As an artist, do you think it’s important that ‘disses/beefs’ stay on record? In your opinion, why don’t we see this in other genres of music (pop, R&B, country, gospel… alternative).
50 Cent: You have to understand the origins of hip hop. It’s a battling art form and very competitive. Careers are built and destroyed based on battles. One of the most infamous battles on wax was an up-and-coming rapper Cannibus who at the time had an amazing delivery, but he went up against a giant in LL Cool J. It was a mistake that cost Cannibus his career and that’s how I approach these battles. Rarely will you hear of me starting any beefs but once the war is on I will make it very uncomfortable for my opponent. It’s just a part of the competitive spirit of hip hop that goes as far back as hip hop does.
EBM: Are you happy with what you’ve accomplished career wise, so far?
50 Cent: I’ve done well, and I’m comfortable, but my ambitions have changed, and to stop now doesn’t even seem like an option. There’s so much more I want to contribute to the art form and business in general. And although I’m accomplished I’ve barely scratched the surface.
EBM: Now, your body is in great condition. What’s been the hardest part of your body to keep in shape? Do you have any foods (guilty pleasures) that you can’t stay away from?
50 Cent: Yeah, my physical conditioning helps me prepare mentally, because it’s such a grueling task, you have to be mentally committed to building your physical stamina that it requires strict discipline in all facet of your life.
Guilty pleasures, I’m a healthy eater so I try to stay on point. I don’t eat much fast food and I really try to stay away from sweets.
EBM: You seemed to literally become a star overnight. What was the hardest transition you had to make?
50 Cent: It definitely wasn’t overnight! The time period from when I started rapping until I got a deal was exhausting. I had been shopping my demo prior Get Rich or Die Tryin for years. It’s just that people don’t realize the amount of time I put into this plan of becoming a rapper.
Yet the hardest part has been adjusting to the entire lifestyle. Before the platinum plaques I couldn’t pay someone to listen to my demo, now there are tons of free amenities that come with celebrity and when I least need them. That requires getting used to and I think for a lot of artists that may have experienced a similar background, they see my success and become intoxicated with what I’ve built, but instead of going at it at all cost, they want it handed to them. And what is anything worth if given to you?
EBM: If there was one thing you could change about the entertainment industry, what would it be?
50 Cent: The predictability factor! A lot of entertainers are forced into a box and many of them are afraid to step outside of that box in order to further their career. Initially I was criticized for making movies and taking on the rolls I chose, but it’s a challenge that I fully accept, and I look forward to furthering that actual experience.
EBM: Thank you.
