Reebok Gave 50 Cent 80 Million Reasons To Quit Rapping

07.03.12 6 years ago 100 Comments

Making the press rounds, 50 Cent recently stopped by Power 106 LA to chop it up with Big Boy and they hashed through a variety of topics including the Drake/Chris squabble, working with Dre and Em and other assorted soundbites, making you believe that anyone cares about 5: Murder By Numbers. But the “oh shit” moment definitely comes when Big starts digging in 50’s pockets by asking what’s the biggest check he’s ever seen. Never one to shy away from a chance to talk money, 50 answers that the Reebok deal for G-Unit sneakers was good for him. How good? According to Curtis, they sold over 3.8 million pairs of shoes and he pocketed $80 million.

Which makes his push for 5: Murder By Numbers that much more pointless.

In the clip, Big Boy’s responses mirrors that of everyone who woke up early to go to a job this morning: “And you still working? What’s wrong with you?” 50 reveals that he’s uber-competitive but part of having a killer instinct is that it leaves the aggressor vulnerable and often blinded by the object of his or her attention. He’s done everything in his power to get people to look his way over the last couple of years, but nobody cares and no amount of mixtapes, singles or rehashed videos can make 50 relevant again.

Yet, he refuses to go away quietly like Em, Dre or even an Akon. Once the Konvict singer struck musical oil in Gaga, he kicked his feet up and rode the wave to the bank. We get that 50’s an artist and making art is what he has to do whether people are listening or not. But he’d be better served following the Kon-man or Ludacris’ script of dropping songs here and there to create a seasonal buzz or to coincide with a movie project then sitting back to rake in profits from elsewhere.

50 needs our attention and I’m almost willing to bet he’d trade all his riches just to be “the man” like he was several years ago. The fame, the energy and the power are addicting and they seem to fuel Fif more than any amount of dollars. Once upon a time, his goal was to be hottest rapper out, which he and G-Unit did for several years. He thrived off being the underdog who gobbled up opponents on his way to top. However, rap’s a music built on runs and clearly G-Unit couldn’t stay at the peak forever. The fissures started with Game and Buck. The sales L to ‘Ye was a lost battle but the defeat he suffered to Ross ended the war.

Where he once pointed to Billboard numbers, Curtis now points at Forbes list rankings and riches. Which, well if we were rich, we’d likely do the same. Except 50’s doing it to deflect the notion things have fallen apart. When he tweets messages alluding to Em, Dre and Jimmy wanting him to wait it’s because nothing he’s done in recent memory’s caught on well and all the would-be 5 singles have made as much noise as a feather falling on a pillow.

Curtis Jackson struck it rich during music’s economic boom of the 2000s with street savvy, a brazen business plan built off mixtapes and a story to be told. There’s no knocking the success of the kid from Queens who made it to the top of the world. As sharp as he is, the former street hustler was able to land record label money, stash endorsement deals and make entrepreneurial moves that will keep his family tree flourishing for years to come. But what 50 wants the most, he hasn’t been able to write a check for: attention.

Video below and the extra clips can be seen here.

Spotted: Broken Cool

Around The Web