How 50 Cent scored a half-billion
In “The Big Payback: The History of the Business of Hip-Hop,” author Dan Charnas traces how rap grew from its obscure roots in the ghettos of 1970s New York to its culmination as the world’s predominant youth pop culture and a multibillion-dollar industry.
The event that epitomized just how far hip-hop had come was the headline-grabbing partnership between the rapper 50 Cent and the upstart beverage company Glaceau, the maker of Vitaminwater. It may well have been the biggest deal in hip-hop history, propelling 50 Cent’s personal net worth toward a half-billion dollars. In this excerpt, Charnas outlines how it happened. Read More