Curtis “50 Cent” Jackson doesn’t think he can be canceled.
The rapper and television producer, whose newest project, “Power Book II: Ghost” premieres on Starz Sept. 6, said during Variety‘s Entertainment Marketing Summit presented by Deloitte that he doesn’t care whether people love him or hate him – as long as they care.
“I’m an entertainer, so to entertain is, I believe, to provoke emotion,” Jackson told Variety‘s Andrew Wallenstein. “…I don’t believe I can be canceled. They gotta go to jail to get canceled, they gotta shoot a girl,” he said, possibly referencing rapper Tory Lanez’s alleged shooting of Megan Thee Stallion. “You gotta do something extremely bad to be canceled, and I think it’s so unfair to the people that are canceled.”
50 certainly isn’t a stranger to risk, whether that be on social media or within the entertainment industry. When “Power” first got picked up by Starz, Jackson was only making $17,000 per episode because the network was concerned it wouldn’t connect. But now, with the show having spawned four spin-offs and a new series — “Twenty Four Seven,” starring T.I. — in the works for CBS All Access, he has truly hit his stride.
Although “Power” was originally targeted for a female audience, as the show has grown and developed, so has its demographic.
“The gradual process of the show growing in audience each year — with different marketing campaigns to allow it to grow to a different demographic and a bigger audience every time — is, I think, a huge contribution to it,” Jackson said. “My core audience is not going to the nightclub anymore, they’re grown. Mary J. Blige and Method Man are in that boat — like, those are my stars. I’m looking at them and I’m excited about music, culture and art… to be able to have them participate and be a part of it now is almost a dream sequence.”
And, with “Power Book II: Ghost” centering around college-aged Tariq St. Patrick, 50 believes his audience will become even younger. However, he believes most of the consumers of his content actually hail from middle America, as opposed to big cities.
“It’s exciting for them to understand what’s going on in the cities and understand the slang and understand everything else about our culture,” he said, contending that people are interested in those with more damaged backgrounds than they have grown up with.