50 Cent, the American rapper and entrepreneur, has signed a $100 million deal to open a new entertainment hub in New York City.
The project is a partnership with Robert Earl, the founder and CEO of Planet Hollywood. Together, they will create PH Live at the Planet Hollywood Times Square location, according to a company statement.
The venue will be a multi-purpose entertainment spot. It will feature advanced LED technology, live music, film and TV premieres, private events, and live sports simulcasts.
In addition to entertainment, PH Live will cater to 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 marks 50 Cent’s first major venture into a combined restaurant and entertainment concept. The venue will offer a curated dining experience, blending casual dining with upscale presentation alongside immersive entertainment.
“This is about creating the ultimate entertainment destination,” 50 Cent said, highlighting the concept’s integration of music, film, sports, and nightlife under one roof.
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Earl added that the collaboration reflects a broader strategy to reposition Planet Hollywood within the global entertainment space, citing 50 Cent’s influence across music, television, and business as a key driver of the project’s appeal.
This project adds to 50 Cent’s expanding work outside of music, including TV production, branded events, and business partnerships.
50 Cent, who produced hit shows like Power and BMF, plans to bring parts of his film and TV career to the venue, including special memorabilia displays.
Both sides said PH Live might expand beyond New York, with plans to explore other U.S. cities. This includes Shreveport, Louisiana, where 50 Cent is already investing in film and TV projects.
This deal also builds on 50 Cent’s current partnership with Planet Hollywood, which already features his Las Vegas residency and branded hospitality at the resort.
In addition to music, 50 Cent has grown his career in film and TV. He created and produces Power, which has since spawned several spin-offs, underscoring his strong role in entertainment.
