American rapper and entrepreneur 50 Cent has signed a $100 million deal to launch a new entertainment hub in New York City, expanding his growing portfolio in hospitality and experiential entertainment.
The project will be developed in partnership with Robert Earl, founder and chief executive of Planet Hollywood. According to a company statement, the venture will create “PH Live” at the Planet Hollywood location in Times Square.
The new venue is planned as a multi-purpose entertainment destination featuring advanced LED technology, live music performances, film and television premiere events, private functions, and live sports simulcasts.
Organisers say the venue will also host corporate gatherings and VIP experiences, positioning it as a premium nightlife and entertainment hub in one of the world’s busiest commercial districts.
The partnership represents 50 Cent’s first major venture into a combined restaurant and entertainment concept. The venue will include a curated dining experience blending casual dining with upscale presentation alongside immersive entertainment.
“This is about creating the ultimate entertainment destination,” said 50 Cent, noting that the concept aims to bring music, film, sports, and nightlife together under one roof.
Earl said the collaboration is part of a broader strategy to reposition Planet Hollywood as a leading global entertainment brand. He also highlighted 50 Cent’s influence across music, television, and business as a key factor behind the project.
The development builds on the rapper’s expanding career beyond music. In television, he is the creator and executive producer of the hit series Power and the crime drama BMF.
The new venue is expected to incorporate elements from his film and television career, including curated memorabilia displays linked to his productions.
Both partners indicated that the “PH Live” concept could expand beyond New York in the future, with possible locations in other U.S. cities, including Shreveport, where 50 Cent has already invested in film and television infrastructure.
The deal further strengthens 50 Cent’s existing relationship with Planet Hollywood, which includes a residency in Las Vegas and branded hospitality offerings within the resort.
Beyond music, 50 Cent has built a diversified business career across film production, beverages, technology ventures, and entertainment infrastructure.
Known for his sharp deal-making instincts, the artist has repeatedly transformed his cultural influence into successful business ventures.
