50 Cent's Empire Expands: Rapper Inks $100M Deal for Times Square Hub

NEW YORK, NY – March 24, 2026 – Curtis “50 Cent” Jackson, the artist and entrepreneur who has built a career on shrewdly expanding his brand beyond music, is making his largest bet yet on the hospitality industry. In a landmark partnership with Planet Hollywood founder Robert Earl, Jackson has committed to a $100 million deal to launch PH Live, a state-of-the-art entertainment hub set to debut at the flagship Planet Hollywood in Times Square.

The venture aims to completely reimagine the iconic tourist destination, transforming it into an immersive, celebrity-driven hotspot for live music, film premieres, and exclusive events. It’s a move that merges Jackson’s immense cultural influence with Earl’s global hospitality platform, signaling a new chapter for both the performer’s sprawling business empire and the Planet Hollywood brand itself.

"This is about creating the ultimate entertainment destination," said Jackson in a statement. "Planet Hollywood has always been connected to pop culture, and PH Live takes that energy to the next level a place where music, film, sports and nightlife collide."

Earl echoed the sentiment, highlighting Jackson's unique ability to command cultural relevance. "Curtis has an incredible ability to bring culture, entertainment and audiences together," Earl stated. "With his global influence and creative vision, PH Live will usher Planet Hollywood into a new era of immersive entertainment."

From Hip-Hop Icon to Hospitality Mogul

This partnership is far from Jackson's first foray into the business world; rather, it represents the culmination of a two-decade-long evolution from rap superstar to diversified mogul. His track record is a case study in leveraging celebrity into tangible assets. The most famous example remains his minority stake in Glaceau, the parent company of Vitamin Water, which netted him a reported $100 million after its acquisition by Coca-Cola in 2007.

But his portfolio is far broader. He founded G-Unit Records, launched the successful G-Unit Clothing Company with Marc Ecko, and entered the consumer electronics space with SMS Audio headphones. More recently, he has focused on film and television production with Cheetah Vision and built his own luxury beverage company, Sire Spirits, which includes the award-winning Branson Cognac and Le Chemin du Roi Champagne.

The move into hospitality is a calculated expansion, building on a recent and successful collaboration with Earl's brand. Jackson completed a popular residency at Planet Hollywood Las Vegas and launched the 50 Cent Candy Shop Bar at the resort, testing the waters for a deeper partnership. The PH Live venture is his first major restaurant and entertainment partnership, a significant commitment that plants his flag firmly in the lucrative world of hospitality-driven live experiences.

A New Act for Times Square's Stage

The PH Live concept arrives at a pivotal moment for its Times Square location. Planet Hollywood recently underwent its own $20 million transformation, reopening in early 2025 after a pandemic-era closure. The renovation stripped away much of the classic movie memorabilia, replacing it with massive, 360-degree LED screens and advanced sound systems designed to create immersive, thematic environments for diners.

PH Live is set to be the premier programming for this newly upgraded hardware. The plan is to pivot the venue from a broad, tourist-focused restaurant into a more exclusive, event-driven destination that attracts celebrities, artists, and entertainment insiders. This strategy taps into the booming global market for immersive entertainment, which is projected to grow from just over $92 billion in 2023 to more than $660 billion by 2032. Consumers are increasingly seeking out interactive, multi-sensory experiences over passive consumption, a trend PH Live is perfectly positioned to capitalize on.

By promising a steady stream of celebrity pop-up performances, film premiere parties, and VIP gatherings, Jackson and Earl are betting they can create a venue that is as much a part of the cultural conversation as the events it hosts, making it a must-visit destination for both New Yorkers and visitors seeking a curated, high-energy experience.

The Immersive '50 Cent Experience'

The integration of Jackson's personal brand is central to the PH Live concept. The venue will not just be endorsed by him; it will be an extension of his identity. Inside the restaurant, the menu will feature a selection of his personal favorite dishes, including a signature sweet chili shrimp with mashed potatoes, sliced steak paired with mac & cheese, and a burger featuring a closely guarded secret sauce.

Beyond the menu, the space will serve as a living museum of his multifaceted career. Displays will showcase personal memorabilia alongside dynamic video installations featuring clips from the numerous film and television projects he has been a part of, both in front of and behind the camera. This deep level of personalization aims to create an authentic connection with fans and patrons.

The venue’s technological capabilities will allow it to be a chameleon, transforming for a wide array of events. The state-of-the-art LED system and media capabilities will be used for everything from live sporting event simulcasts to album launch parties. The partnership is even touting customizable, “over-the-top” birthday celebrations, leveraging the venue's theatrical visuals and curated music programming to create extravagant, one-of-a-kind personal events.

A Blueprint for Global Expansion

While Times Square provides a high-profile launchpad, the ambitions for PH Live extend far beyond New York City. The press release confirms that the concept is expected to expand into additional markets. A key target is Shreveport, Louisiana, a strategic choice that aligns with Jackson's other major investment in the city: a large-scale film and television production hub.

This synergy between his media production and hospitality ventures suggests a long-term strategy to build interconnected ecosystems of entertainment and culture. The partners are also exploring a private membership program, which would offer members exclusive access to events, priority reservations, and other VIP privileges, further enhancing the brand's aura of exclusivity.

With the launch of PH Live, Curtis Jackson and Robert Earl are not merely opening another celebrity restaurant. They are launching a new platform, one that blends hospitality, media, and nightlife into a single, immersive package, with a vision to replicate its success in key markets around the world.