Lighty had come out of the Def Jam fold and managed such stars as Missy Elliott and LL Cool J. His young manager, Chris Lighty, himself a Bronx street kid turned businessman, was well-positioned to exploit 50’s stardom by creating multiple income streams. Nonetheless, the rapper from Queens, who was born Curtis Jackson and had begun his career on the reputation of being shot nine times (a bullet was still lodged in his tongue), wasn’t content to remain a recording artist. The 50 Cent – Vitamin Water Success Storyīy the summer of 2003, 50 Cent’s debut album, “Get Rich or Die Tryin’,” had sold more than 5 million copies, and he was easily on his way to becoming a multimillionaire on these sales alone. In the excerpts taken from the book below, Dan Charnas outlines how 50 Cent made millions selling water. The deal between 50 Cent and the upstart beverage company Glaceau, the maker of Vitamin Water was the perfect example of just how influential hip hop had become. In his book, “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. How did 50 Cent do a deal with Vitamin Water and how much did 50 Cent really make from the Vitamin Water deal? Let’s take a detailed look at how 50 Cent made millions by selling water. According to The Washington Post at the time, “50 Cent was thought to have walked away with a figure somewhere between $60 million and $100 million, putting his net worth at nearly a half-billion dollars.” In 2007, the Coca-Cola Company acquired Vitamin Water from Glacéau for $4.1 billion. In October 2004 50 Cent did a deal with Glacéau Vitamin Water that would go on to become one of the biggest and most successful in hip hop history.
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