50 Cent Expands Empire With Massive Times Square Real Estate Partnership

Curtis "50 Cent" Jackson performs in front of a massive hundred-dollar bill stage graphic during his 2023 "The Final Lap Tour." Expanding his empire far beyond his South Jamaica, Queens, roots, the G-Unit mogul announced a $100 million partnership on Tuesday to launch PH Live, a next-generation entertainment venue set to take over Planet Hollywood's flagship location in Times Square. (Photo/Curtis Jackson via X)

If you had told the music industry in 1999 that the hungry kid from South Jamaica, Queens, who wrote "How to Rob" would eventually own a $100 million piece of Times Square real estate, they would have called you crazy. Yet, nearly three decades later, Curtis "50 Cent" Jackson has done exactly that.

On Tuesday, the G-Unit mogul and Planet Hollywood founder Robert Earl announced a massive nine-figure partnership to launch PH Live, a next-generation entertainment venue set to take over the brand's flagship Times Square location.

When I get quiet I’m working, I’m working on it 😆💰PH live baby • https://t.co/WtNREs32V0 pic.twitter.com/ORWHnkjzkX

— 50cent (@50cent) March 23, 2026

The joint venture is a masterclass in modern mogul behavior, seamlessly merging Planet Hollywood's global hospitality infrastructure with Jackson's sprawling influence across music, premium television, and spirits. Pitched as an immersive, celebrity-driven hub, the revamped Times Square space is designed to host pop-up concerts, film premieres, live sporting event simulcasts, and exclusive album launch celebrations.

"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," Jackson said in a statement released Tuesday.

To accommodate the rotating slate of high-profile events, the venue is being gutted and refitted with state-of-the-art LED technology and dynamic digital stage lighting capable of completely transforming the room's atmosphere. The move represents a strategic shift away from the tourist-heavy model Times Square is traditionally known for, aiming instead to establish an exclusive, high-stakes destination for artists, athletes, and entertainment insiders.

"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."

The Times Square venue will be heavily infused with Jackson's personal branding, operating almost like a physical extension of his G-Unit Film & Television empire. The space will feature a curated display of memorabilia from his extensive on-screen career. Furthermore, the upscale dining menu will introduce a selection of his personal favorite dishes, including sweet chili shrimp, sliced steak paired with macaroni and cheese, and a signature burger topped with a closely guarded secret sauce.

This multi-million-dollar power play serves as a natural progression of Jackson's relationship with the Planet Hollywood brand, building off his successful "In Da Club" Las Vegas residency from earlier this year. Organizers have already indicated that the PH Live concept is expected to scale globally, with the next location earmarked for Shreveport, Louisiana — the exact city where Jackson is currently building his sprawling G-Unit Studios production hub.

Never one to miss a promotional opportunity, Jackson immediately took to social media following the announcement, telling his followers: "When I get quiet, I'm working, I'm working on it. PH live baby!"