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50 Cent's Latest Viral Video: A Shameless Marketing Ploy?

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50 Cent - Keenan Cahill

It's hard to believe that just a few years ago, Curtis "50 Cent" Jackson was actually the hottest thing in the rap game. Seemingly rising to fame out of nowhere in 2003, 50 went on to sell 12 million copies of his debut album 'Get Rich or Die Tryin'.' His reign on the top lasted about 5 years, until dwindling album sales, a constantly evolving music industry, and coming up on the short end of a pointless beef with Kanye West more of less relegated him to sideshow status. Not that anyone noticed with 50's bickering with Rick Ross, but Jackson's last, ominously titled album 'Before I Self Destruct' went triple wood, selling a mere 650,000 copies. A movie of the same name was so bad is not only skipped the theaters, it wasn't even good enough for Redbox. If you turn on Cinemax 4 right now, it's probably airing for the 172th time this month.

Although he's made some wise business decisions and held on to his money (Forbes magazine rated him the second highest earning African American Star in 2009), and his net worth is estimated at over $400 million, one thing 50 is quickly finding out is that in the rap world you simply can not buy relevance. Once your popularity (and ability to move units) is gone, it's pretty difficult to regain it, given how fickle fans are. In today's skinny jeans and dance party driven rap game, 50's hardcore East Coast ethos suddenly seems terribly outdated.


Given the fact that 50's rise to prominence was fueled by (among other things) his willingness to grab headlines for things other than his music (e.g., the mythical "I got shot 9 times story"), it's no surprise to find him going the publicity stunt route to keep his name on people's Twitter timelines. Not a week goes by without some headline grabber that faintly smells of desperation. There was the pointless (and ultimately counterproductive) beef with Kanye West. The pointless beef with Fat Joe. The pointless beef with Dipset. The threatened retirement. The rapid weight loss for that football movie that will also go straight to Cinemax 4. The audiotape of Young Buck crying. The Rick Ross baby mama sex tape. The Rick Ross baby mama tell-all book. The Rick Ross sex tape. The alleged "dates" with Chelsea Handler. The quasi-homophobic Twitter rants. I could keep going on and on, but I thought we'd seen it all.


And then this landed in my Inbox.

Keenan Cahill, the YouTube phenom who got over 15 million views on his lip-sync of Katy Perry's "Teenage Dream," has a new video making its way around the internet.

This time, he's lip-syncing 'Down On Me,' the Jeremih single featuring 50 Cent. Cahill, the adorably earnest Chicago youngster, mouths Jeremih's lines, and then a special guest drops in for 50's verse: 50 himself.

The multi-platinum rapper has to bend down to fit in the frame with the glasses-wearing 15-year-old. But the two dance around young Keenan's room, and 50 even drops some ice on his neck toward the end of the video.

Jesus, Curtis, really? You've made your money. Money can buy a lot of things, but it can't buy relevance.


Related:
+Kim Kardashian to Promote Pre-Paid Credit Cards to Kids
+What If Black Women Bowed Out: Are Male-Free Societies a Solution?


Please, for the love of all things precious, just retire already.


Jay Anderson is a freelance writer from Washington, DC, whose work has been featured in the Washington Post and on NPR. When he's not busy talking smack here, he runs the award-winning blog AverageBro.com. Follow him via Twitter @AverageBro.


 

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