For the promotion of his debut album, Get Rich or Die Tryin', 50 Cent took aim at Ja Rule. Over the past five years, Ja Rule had marketed himself as a diverse rapper. When he first began, he was a hardcore street rapper. He landed his first record deal based solely on his tough look and his deep voice. But, when he began working with Jay-Z, he toned things down. By 2003, he had found his role as a sensitive thug. In the mind of 50 Cent, sensitive thugs did not exist so he made it where Ja Rule did not exist.
When Ja Rule was attacked by 50 Cent, the hip hop community turned a blind eye and 50 Cent took his spot. Ironically, by his sophomore album, 50 Cent was a sensitive thug. He also began feuding with the likes of Nas, Jadakiss, and Fat Joe, all good friends of Ja Rule. But, 50 Cent would soon collapse under his own weight when he began feuding with his own artist, Game. Because of this feud, Game would leave G-Unit and unite with 50 Cent's enemies. Five years later, Game is the major label artist and 50 Cent is the one who is struggling to find hits. After being criticized for going soft on his 2007 album, Curtis, 50 Cent decided to turn things up on his final Interscope album, Before I Self Destruct.
After the album flopped, 50 Cent left Aftermath/Shady/Interscope and he is said to be in talks with an independent distributor on a new deal for G-Unit Records. Unlike many other rappers, 50 Cent has been unable to change his style. Despite being a seven year veteran, 50 Cent has yet to grow up from being the man who was shot nine times. While he has maintained the hardcore rap style, 50 Cent has shown another side that he may focus in on when he begins his next album. Later in his career, 50 Cent may be doing more songs like his latest single, "Do You Think About Me," as opposed to his singles like "Piggy Bank."
50 Cent - "Do You Think About Me" video