50 Cent--too many endorsements?

It's been a while since I've actually heard a song from 50 Cent on the radio. However, that doesn't mean he hasn't been pulling in hundreds of millions of dollars. A September 2009 BusinessInsider.com article talks 50 Cent's "massive $150 million business empire." According to BusinessInsider, it was smart business moves more than anything else that propelled the rapper to where he is today. For example, 50 Cent did more than just endorse Vitamin Water on TV. He also negotiated a stake of the parent company for himself, which "netted him $100 million."

1. Vitamin Water
50’s best known and most lucrative recent revenue stream is his endorsement deal with Vitamin Water. After signing on to shill for the brand’s Formula 50 beverage, 50 got a stake in parent company, Energy Brands. When Coca-Cola bought Energy in May 2007, 50’s stake netted him $100 million. Vitamin Water also utilized his "Anger Management" concert tour with Eminem, in which they promoted Vitamin Water at each show.

2. Reebok
Reebok paid him $20 million in 2003 to license a G-Unit sneaker line. Reebok's reportedly sold more than 4 million pairs at $80 a pop, which means Fiddy's shoes have made more than $320 million in revenue.


3. Pontiac
He also had an endorsement deal with Pontiac, which sponsored his 2007 tour of New York City's five boroughs to promote his album, Curtis. 50 helped design a bright red G8 sedan and was also sponsoring an El Camino-like G8 pickup, which he unveiled at last year's New York City auto show.
4. Jacob & Co.
50 Cent is also the new face of Jacob & Co. high-end watches.

With so many endorsements going on at one time, it makes me wonder if one face representing so many brands can have a negative effect on the product. According to Hamish Pringle, who wrote Celebrity Sells in 2004, "There is research to show that consumers lose confidence in celebrities who do too many things. Consumers understand that celebrities are paid, so why should they be believed?" (Stromberg).

I believe that if one celebrity is advertising products that are in different brand categories, then there won't be a negative effect. 50 Cent's endorsements fall under beverages, cars, jewelry, shoes. None of these brands are in direct competition, and may even benefit from the rising popularity of other products. For example, if 50 Cent has the power to make Reebok shoes the coolest, desired sneaker, then it may make sales of Vitamin Water increase because consumers associate the rapper with a certain level of desire and prestige.










Works Cited

Angelova, Kamelia, and Hilary Lewis. "50 Cent's Massive Business Empire." Business Insider. 16 Sept. 2009. Web. 8 Oct. 2011. .


Stromberg, Dawn. "Do Celebrity Endorsements Really Persuade Consumer Buys? - Web Extras." The Globe - Point Park University. 21 Dec. 2009. Web. 8 Oct. 2011. .