Curtis “50 Cent” Jackson is expanding his business empire with a new $100 million partnership that aims to transform Planet Hollywood’s flagship Times Square location into a celebrity-driven entertainment destination.
Jackson and Planet Hollywood founder Robert Earl announced the launch of PH Live, a new venue that will combine live music, film premieres, sporting events, nightlife and dining under one roof. The project builds on Jackson’s existing relationship with Planet Hollywood following his Las Vegas residency and the debut of the 50 Cent Candy Shop Bar at Planet Hollywood Resort & Casino.
The new venture is designed to turn Planet Hollywood Times Square into a hub for celebrity appearances, exclusive events and immersive entertainment experiences, with plans to eventually expand the concept to additional cities.
“This is about creating the ultimate entertainment destination,” Jackson said in a statement. “Planet Hollywood has always been connected to pop culture, and PH Live takes that energy to the next level, a place where music, film, sports and nightlife collide.”
Earl said Jackson’s influence across entertainment and business made him the ideal partner for the next chapter of the Planet Hollywood brand.
“Curtis has an incredible ability to bring culture, entertainment and audiences together,” Earl said. “With his global influence and creative vision, PH Live will usher Planet Hollywood into a new era of immersive entertainment.”
The Times Square venue will be equipped with state-of-the-art LED technology and immersive media systems capable of transforming the space for a variety of events. Planned programming includes celebrity pop-up concerts, film and television premiere parties, album launch celebrations, live sports watch parties, private corporate events and VIP gatherings.
The venue also plans to offer elaborate birthday celebrations featuring customized visual displays, curated music and theatrical production elements. Organizers say the concept is designed to make each event a one-of-a-kind experience.
Dining will also play a central role in the project. Jackson plans to introduce several of his favorite dishes to the restaurant’s menu, including sweet chili shrimp with mashed potatoes, sliced steak with macaroni and cheese and a signature burger topped with his closely guarded special sauce. The restaurant will also feature memorabilia from his music, film and television career alongside immersive visual displays highlighting his work as both an artist and producer.
The partnership marks Jackson’s first major restaurant and hospitality venture. While he has built businesses spanning music, television, spirits and consumer products, PH Live represents his biggest move yet into live entertainment and experiential hospitality.
Beyond New York, the partners envision expanding PH Live into additional markets, including Shreveport, Louisiana, where Jackson is developing a major film and television production studio. They are also exploring a private membership program that would provide subscribers with exclusive event access, VIP experiences, priority reservations and invitation-only programming.
Additional details about PH Live’s opening timeline and entertainment schedule are expected to be announced in the coming months.
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