The genius that is 50 Cent has been hard at work in advance of his upcoming ‘Before I Self Destruct‘ album.  However unlike most artist confined to the industry boundaries with the exception of a few fringe extracurricular activities, 50′s goal is always about building his brand.  Like many artists he doesn’t profit heavily from music sales but uses it to create buzz and as a catalyst for his controversy driven buzz machine.

Case in point.  Look at his decision to cast former Destiny’s Child singer Kelly Rowland in his “Baby By Me” video which dropped earlier this week?

In an interview with Billboard, 50 explained his reasoning was that Rowland “never received the superstar treatment” that Beyonce got as part of the group.

“You can’t forget all the work she did with Destiny’s Child,” he told Billboard.com. “The difference between Kelly and Beyonce is the extreme focus they put on Beyonce to make sure she was completely right. Kelly wasn’t held in the same regard, so, in order for her to mean anything to America, they’d have to match the marketing dollars spent on Beyonce. She never received the superstar treatment.”

One thing I’ve learned while studying 50′s movements is that everything is calculated.  Destiny’s Child is now broken up and while Beyonce is clearly the most successful member she represents the establishment…kind of like her husband which by way of his new alliance with Beenie Sigel, 50 is now conveniently at odds with.  So it would seem all to much of a coincidence that the beautiful Kelly Rowland would be cast in this highly anticipated video.   Its not far off from the business model he used when courting Rick Ross‘s ex for his viral video pleasure.  You might think I’m over thinking it but as we learned with 50, his calculations are like a calculus final exam.