Curtis Jackson III wears a lot of hats. He’s a musician. He’s an actor. He’s the owner of G-Unit Clothing, owner and CEO of SMS Audio and founder of SK Energy.

But ask him what he considers to be his job and he doesn’t list any of these. Instead, the serial entrepreneur sees himself as the CEO of the 50 Cent brand. In that alternate universe, Jackson, better known by his music nom de plum, says he sees all of his ventures—both past and present—as revolving around his alter ego.

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