Rapper and entrepreneur Curtis “50 Cent” Jackson recently opened up about his profitable investment in Vitaminwater, highlighting the importance of long-term thinking in business ventures.
Speaking during an August panel hosted by “Earn Your Leisure,” a podcast that promotes financial literacy and wealth-building, Jackson described his role in helping Vitaminwater grow from a niche beverage brand to a mainstream success. Jackson, who secured a minority stake in the beverage company in the early 2000s, turned the investment into a reported $100 million payout, he claimed, when Coca-Cola acquired Vitaminwater’s parent company, Glaceau, for $4.1 billion in 2007.
The rapper captured the essence of his strategic move in his hit song, “I Get Money,” with the line: “I took quarter water, sold it in bottles for two bucks; Coca-Cola came and bought it for billions, what the f***?”
Vitaminwater, launched in 1996, quickly gained popularity for its fortified drinks, marketed as a healthier alternative to sugary sodas. Following Coca-Cola’s acquisition, the brand became a household name, and its stock performance reflected steady growth. The beverage industry as a whole has faced increased competition from health-conscious consumers, but Vitaminwater has maintained its market share by adapting and expanding its product line.
Business Lessons the 50 Cent Way
Jackson’s experience with Vitaminwater underscores a broader theme at Invest Fest—the significance of patience and strategic investment in entrepreneurship. During his conversation with “Earn Your Leisure” hosts Rashad Bilal and Troy Millings, Jackson urged attendees to focus on long-term potential rather than immediate returns.
And Jackson, who despite the millions made from th Vitaminwater deal went on to file bankruptcy in 2015, a result of lack of financial knowledge and poor money management, 50 Cent has said. Again, it was a money lesson that helped propel him to greater wealth.
“When there are setbacks, there will be get-backs,” he told The Guardian in 2020.
“With the Vitaminwater thing, I didn’t need the money,” he said during the live interview, posted on YouTube on Sept. 19. “When companies approach artists to be a part of the marketing, they’ve reached the financial level where they can commit that marketing, and it’ll move their company to the next level, the notoriety and everything that connects to it. So they make the deal.”
The Vitaminwater deal, in particular, has become a case study in celebrity entrepreneurship, showing how leveraging personal brand power can translate into massive financial success when paired with a long-term investment strategy.
Jackson’s decision to opt for equity instead of an endorsement fee has become a defining example of strategic investment, underscoring the power of patience in business. His foresight and business acumen have helped him establish a wide-ranging portfolio, which includes ventures in television, music, and spirits.
