Originally Posted by reeuQ A sI emyaG

August 18, 2008

When it comes to records, 50 Cent knows what it takes to go platinum. But in a mine shaft thousands of feet below the surface of South Africa, he's got metal, not vinyl, on his mind.

Last May, 50 paid a visit to billionaire mining baron Patrice Motsepe in South Africa. Flanked by select members of their respective entourages, the unlikely duo descended into a subterranean trove of platinum, palladium and iridium, growing like moss on the earth's warm innards. A spectacular backdrop for a bling-drenched music video, to be sure.

But 50 was there for other business: to forge a joint venture with Motsepe that could soon bring him an equity stake in the mine--and 50 Cent-branded platinum to the world.

"Things that people wouldn't actually expect me to be involved in," 50 muses a few weeks later, reminiscing on his trip. "I've got a diverse portfolio."
In Pictures: Inside The 50 Cent Machine

Here, in the comfort of a midtown Manhattan office, just miles from the Queens, N.Y., streets where 50 once dealt cocaine, the glowering rapper whose lyrics are often punctuated with gunshots is nowhere to be found. In his place is Curtis Jackson, businessman. Less gangster, more Gordon Gekko, he ticks through the contents of his portfolio: stocks, bonds, real estate, investment pools, all carefully monitored by brokers at Goldman Sachs (nyse: GS - news - people ) and Morgan Stanley (nyse: MS - news - people ).

Over the past 12 months, 50 has added $150 million to his substantial coffers. He hawks clothing, sneakers, videogames, movies, ringtones and flavored water. His earnings were nearly twice as much as last year's hip-hop cash king, Shawn "Jay-Z" Carter, and over four times the sum garnered by Sean "Diddy" Combs, who ranked third for the second year in a row. After topping Forbes' inaugural Cash Kings list, the trio released a modified version of 50's "I Get Money" called "The Forbes 1-2-3 Remix."

Diversification is crucial for rappers. Record sales are declining, new media are playing havoc with the music industry, and it seems unlikely that hip-hop acts will ever lure stadiums of deep-pocketed baby boomers with the ease exhibited by geriatric rockers such as the Rolling Stones and the Police.

Perhaps as a hedge, Jay-Z signed a 10-year, $150 million deal with concert promoter Live Nation (nyse: LYV - news - people ) in April. Kanye West headlined the traditionally rock-focused music festival Lollapalooza in Chicago earlier this month. 50 is looking to secure his own long-term relevance with deals like the one currently in the works with Motsepe.

"The financials of the music business have changed to the point that we have to find ways to make money in other places," says Barry Williams, 50's circumspect brand manager. "I didn't think six years ago when we started trying to sell music that we'd be selling VitaminWater and shoes and clothes. Now we're moving into other directions, and four or five years from now, it's exciting to think about us looking at natural resources and raw materials and other businesses."

50's first mega-deal was completed a year ago. He snagged $100 million when Coca-Cola (nyse: KO - news - people ) bought Glacéau, VitaminWater's parent company, for $4.1 billion. The rapper had received a stake in Glacéau as compensation for peddling the "Formula 50" VitaminWater flavor. He'd continued to add to his holdings as the years went on. Although observers praised 50's financial foresight as soon as the deal was announced, he was far from satisfied.

"People were talking about how much money I made, but I was focused on the fact that $4.1 billion was made," says 50. "I think I can do a bigger deal in the future."

Looking one step ahead of the business has always one of 50's trademark traits. He grew up rough in Jamaica, Queens, in the midst of the 1980s crack epidemic. His mother, a drug dealer, was murdered when he was 8; soon after, he began running cocaine for his uncles. He realized he could make more money by charging a markup in the neighborhood of 25%. This precocious business sense earned him plenty of dollars--and three arrests--by age 19. He avoided jail time by agreeing to attend a six-month, military-style boot camp in upstate New York.

Returning to Queens, the fledgling rapper scored a $65,000 deal with Columbia Records. But in 2000 his past caught up with him. Days before his first album, Power of the Dollar, was set to hit stores, 50 was shot nine times and left for dead in front of his grandmother's house. Columbia dropped him, and the record was never released, though it has since been heavily bootlegged. Undeterred, he returned to the studio as soon as he recovered from his wounds. He started churning out "mix tapes," which are informally circulated at parties, and soon he had become an underground rap sensation.

The tapes earned him a following--and a big break. In 2002 star rapper Marshall "Eminem" Mathers heard his driver playing one of 50's songs. Eminem was so impressed with the music that he invited 50 to Los Angeles to meet with him and producer Andre "Dr. Dre" Young. Within days, they signed 50 to a million-dollar deal for five albums.

But from the start, 50's career was more about business than music. He spent his first $300,000 registering the "50 Cent" and "G-Unit" trademarks; in 2003 he brought on veteran talent manager Chris Lighty to head up his business entourage. Today, Lighty is part of an informal board of directors for brand 50 Cent. The team helps 50 sort through endorsement offers, brainstorm new ideas and operate his businesses.

At the top of that pyramid is 50 himself. Ask any of his associates what sets him apart, and they'll all tell you it's his fiendish work ethic. In a recent 24-hour span, he started by filming scenes for Streets of Blood from 7 p.m. to 7 a.m. (He will star in the flick, due out next year, alongside Val Kilmer and Sharon Stone.) He then went straight to the mobile recording studio he keeps on set and worked on his new album for four to five hours. After snagging a few hours of sleep, he went right back to the studio.

"I don't think he'll ever stop working," says Laurie Dobbins, chief operating officer of Lighty's company, Violator Management. "He's got the work ethic of a robot. I think he works 24 hours a day."

50 will always be a performer. While he spent the daytime hours of his Africa tour kibitzing with the likes of Motsepe and Nelson Mandela, nights brought concerts--and crowds upwards of 100,000. He watched as his music broke the language barriers between scores of local dialects. He says the rush he gets from performing is the reason he doesn't need drugs. But don't be confused about where his priorities lie.

"Closing a deal," he says, "is a bigger deal."

The hip-hop entourage isn't always a diamond-encrusted crew of gun-toting thugs. Not for Curtis (50 Cent) Jackson, who pulled in $150 million (pretax) last year. His retinue is strictly business—managers, marketers and publicists. They help him oversee an empire that includes branded clothing, sneakers, movies, videogames, ringtones, a record label, international tours and, soon, a line of dietary supplements. His biggest one-shot gain: $100 million, after taxes, from last year's sale of his stake in VitaminWater parent Glacéau to Coca-Cola. For 50 Cent that's just an incentive to make more money. "I can do a bigger deal," he says. Rumored: a $300 million agreement with MySpace.
Chris Lighty
Manager

Fifty's right-hand man, involved in all licensing, joint venture deals; blocks bad endorsements. Has his own talent management agency, Violator.


Nikki Martin
G-Unit VP

Oversees stable of artists on Fifty's record label. Helps run his 250,000- member ThisIs50.com, a social network and fan club.


Barry Williams
Brand Manager

Chief communicator. Keeps all of Fifty's businesses informed of his latest mandates. Also helps scout out new investments.


Keesha Johnson
Publicist

Fields press inquiries; sets up interviews, photo shoots. Also flacks for Sean (Diddy) Combs and Kimora (Life in the Fab Lane) Lee Simmons.


Laurie Dobbins
Violator Coo

Works under Lighty, handles Fifty's day-to-day operations and those of other artists managed by Violator.


Theodor Sedlmayr
Attorney

Takes care of all licensing, contracts, trademarks. Keeps his boss far from trouble.




Source: Forbes.com

Originally Posted by gemini86

is that your indirect way of hating? ppl are just congratulating him and u sittin here tryin to get at "gunit stans." I seen u in mad thread biggin sit up and nobody be sayin shit like that to u. just calm down

Originally Posted by LadyValentine

lol @ You people telling him to stop rapping...what the fuck for? If you don't like it...don't download it...50 has millions of fans who listen to him and love his music..yeah it def. could improve but it is what it is...if he can negociate million dollar deals, tour, rap and be a father then more power to him...

@24shotz...ain't nobody getting a boner over this..its just your rap bias getting in the way of being able to see that what 50 is doing right now (considering his past) is fucking amazing...if this was some trailer park white trash kid who ended up in Fif's position the whole world would be on his nuts so you gotta appeciate some shit like this from a former poor black orphan.

Originally Posted by DOJA FLOPS HARD

50 is god. king 50 should start his own religion.

50 will one day be the richest man in the world.

Originally Posted by LadyValentine

^Guess you couldn't think of an valid arguement huh? You know I'm speaking the truth. Lots of things are determined by race...race is SOME of the reason why a person like Curtis Jackson, Sean Combs or Sean Carter can only really make it to that level through Hip Hop...but hey..we'll leave that for another topic..

Originally Posted by 26shotz

You got alot to learn babe. Some people still won't look past race and its unfortunate. That excuse has gotten real old and people need to move on. Whats your weight at now at now too Lady V you skimming down like we talked about? Just playing but I do agree with you on how it is remarkable that 50 and other artists came from nothing to pretty much royalty. The reason why people might not all be on his nuts though is because not everyone thinks its entirely a good message to rap about killing people and selling drugs. I could really care less because its just music and is entertainment but not everyone sees it that way.

btw Gemini how can I look like a clown on hhboard do you people really take this shit that serious. You know 90% of people jsut come on here to bitch and beef with each over rappers. I say most of this shit to just piss off people like the twat I just quoted and dickryders because I will be bored at work or just have nothing to do tonight.

Originally Posted by 26shotz

You got alot to learn babe. Some people still won't look past race and its unfortunate. That excuse has gotten real old and people need to move on. Whats your weight at now at now too Lady V you skimming down like we talked about? Just playing but I do agree with you on how it is remarkable that 50 and other artists came from nothing to pretty much royalty. The reason why people might not all be on his nuts though is because not everyone thinks its entirely a good message to rap about killing people and selling drugs. I could really care less because its just music and is entertainment but not everyone sees it that way.

btw Gemini how can I look like a clown on hhboard do you people really take this shit that serious. You know 90% of people jsut come on here to bitch and beef with each over rappers. I say most of this shit to just piss off people like the twat I just quoted and dickryders because I will be bored at work or just have nothing to do tonight.