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The rap mogul and entrepreneur, known professionally as 50 Cent, has signed a $100 million partnership with Planet Hollywood chief executive officer Robert Earl to launch PH Live, a celebrity-driven entertainment venue set to take over Planet Hollywood's flagship New York City location at Times Square. The deal, confirmed exclusively by TMZ, positions the space as a full-service destination combining live performances, private events, dining and cultural programming under one roof.
PH Live is designed as a multi-format venue capable of hosting pop-up concerts, movie premieres, album launches, sports watch parties and high-end private celebrations. State-of-the-art LED technology will allow the space to transform its environment based on the event, giving each occasion the feel of a production rather than a standard nightlife experience.
Jackson said the vision is straightforward. "Planet Hollywood has always been connected to pop culture, and PH Live takes that energy to the next level," he said.
The venue will serve Jackson's personal menu selections, including sweet chili shrimp, steak with mac and cheese and a signature burger with a secret sauce. Memorabilia from his film and television career will be integrated throughout the space, creating an immersive experience for fans alongside the food and entertainment offering.
The partnership builds on an existing relationship between Jackson and the Planet Hollywood brand. His Las Vegas residency and the launch of his Candy Shop bar both ran through the Planet Hollywood ecosystem, giving the two parties an established working foundation before the Times Square deal came together.
The New York location is not intended to be a standalone project. Expansion plans are already in development, with Louisiana identified as a priority market given Jackson's ongoing work building a film and television production hub in the state.
Earl has led Planet Hollywood's global expansion for decades, and the PH Live model represents a significant evolution of the brand, shifting from its memorabilia-focused restaurant roots toward a live entertainment platform anchored by celebrity partnerships.
