@50Cent #UnitedNations
I guess the tides have completely turned. For some time now we’ve seen the images of thugged out gangsta stances replaced with hot pink sweaters, tight jeans and Louis Vutton prints but the official stamp on the end of an era might have been when 50 Cent went soft.

I thought it a little odd last Saturday night to see a subdued Curtis carrying the many belts of Floyd Mayweather during the ceremonial fight introductions. While I understand the two are very close friends it says something about the humility of man, even if only symbolically for him to carry another man’s anything. Remember Dez Bryant flying off the handle for not wanting to carry Roy Williams‘ shoulder pads in a rookie hazing tradition last year?

Or perhaps its a symbol of something else. Perhaps 50 has grown up and although us veterans see it as having changed for the worse, maybe Hip Hop has instead matured, even if in an immature way. Case in point. Last week 50 celebrated the launch his newest venture, an energy shot called Street King. What we might not have known is that the project is part of a partnership with the United Nations’ World Food Programme. For every energy unit sold the they will deliver a meal to a hungry child. According to the U.N., 50 Cent and his company have already written a check to cover the cost of 2.5 million meals.

“We are absolutely delighted about this partnership, it really can change the world,” says Bettina Luescher of the WFP, which provides regular meals for some 90 million people every year. “The U.N. can’t do it alone. This can be a role model of how one can do philanthropy in a different way … he’s a lovely man.”

That’s really nothing to sneeze at when you think about it. Yeah Hip Hop might have been more “authentic” in its Golden Era but it was too edgy to have mainstream appeal, which essentially was why we loved her. But it also wasn’t as lucrative. Such projects as the one 50 has crafted would never have been possible from the album sales and endorsements of Onyx or Group Home.

No doubt 50′s going to make some money off this deal but he’s putting food in kids mouths at the same time. The energy shot hopes to target energy shot category leader 5-Hour Energy’s market share cutting into their profits in the $1.5 billion market which is growing at a 50% rate. According to Forbes.com the products carry a 50% profit margin leaving much room for 50 and the United Nations to give back.

“There’s no Number Two in the market,” says Chris Lighty, 50 Cent’s manager and frequent business partner. “5-Hour Energy markets to 40-year olds; we’re looking for 18 and up.”

While we can sit here and much like Jay-Z debate whether his best music is behind him, there’s little questioning that like Jigga, 50 still has much to earn (and hopefully give back) in the future.