Hip-hop mogul 50 Cent is taking his business ambitions back to New York with a major nightlife project in Times Square. The rapper and entrepreneur has partnered with the team behind Planet Hollywood to launch a new celebrity-driven entertainment venue called PH Live.
The reported $100 million deal places the new concept inside Planet Hollywood’s flagship Times Square location. The project comes through a collaboration between 50 Cent and hospitality executive Robert Earl, the chairman behind the Planet Hollywood brand.
PH Live aims to turn the famous tourist district into a hip-hop and entertainment hotspot. According to organizers, the venue will host pop-up concerts, film premieres, album release events, private celebrations, and major cultural gatherings throughout the year.
50 Cent Strikes $100 Million Dollar Partnership With Planet Hollywood To Bring To NYC’s Times Square
50 Cent says the vision builds on Planet Hollywood’s long-standing link to entertainment culture. “Planet Hollywood has always been connected to pop culture, and PH Live takes that energy to the next level,” he said while discussing the new venture.
The venue plans to rely heavily on advanced visual production. Massive LED screens, immersive lighting, and digital stage technology will allow the space to transform depending on the event. One night could feature a surprise concert. Another might host a live sports watch party or exclusive album launch.
The project continues 50 Cent’s steady rise as a businessman beyond music. Over the past decade, he has expanded into television production, spirits brands, and live entertainment ventures. His relationship with Planet Hollywood already includes a successful Las Vegas residency and the launch of his Candy Shop nightlife brand.
PH Live will also reflect the rapper’s personal taste in food and culture. The menu will feature dishes inspired by 50 Cent’s favorites, including sweet chili shrimp, steak with macaroni and cheese, and a signature burger.
Fans will also find memorabilia connected to his film and television career displayed throughout the venue. Organizers say the goal is to create an immersive 50 Cent experience.
The Times Square opening could mark the start of a larger expansion. A future PH Live in Louisiana has been discussed as 50 Cent launches a film-and-television studio in Shreveport.