50 Cent takes Auckland on nostalgic hip hop ride, underlining legendary status

"I've been doing this a long time."

Those was the first words Curtis "50 Cent" Jackson III uttered to the crowd after a frenzied beginning to his show on Thursday night at Auckland's Spark Arena, which is one of the last stops on his Final Lap tour.

And that sense of looking back permeated the whole performance, as he took audiences on a nostalgic journey through his hit-laden discography - delivering on the heightened expectations such a rare visit promises.

50 Cent performed all his main hits at his performance at Spark Arena. Photo/ PMN News/ Justin Latif

For a tour marking the 20th anniversary of his incredible debut album Get Rich or Die Tryin’, it was appropriate for him to pepper his opening set with a rap medley of chart-toppers from 2003.

But if Kiwi fans were slightly nervous he’d mirror other international acts who have given shortened or disjointed local performances, 50 Cent certainly bucked that trend.

His 90 minute high energy show, was paired with a crew of gyrating dancers, multiple outfit changes, fireworks, stunning laser lights and a set of stage backdrops that took the audience on a journey through New York subways and back alleys to Harlem ballrooms and inner-city night clubs and strip joints.

It was also clear Jackson’s appeal stretches across age, gender and race as a particularly diverse crowd bounced in unison to hits such as Hate It or Love It, If I Can’t, Magic Stick and Candy Shop.

50 Cent is almost at the end of his Final Lap Tour, marking 20 years since his number one debut album Get Rich or Die Tryin'. Photo/ PMN News/ Justin Latif

But as the arena sang along to P.I.M.P. while scantily clad women paraded across the stage, it was also a stark reminder that 50 Cent and his genre of hip hop, with its explicit violence, sexism, and materialistic bravado, harkens back to a different time when such topics were less frowned upon.

And this really highlights his rare ability to avoid cancel culture, while staying relevant to younger audiences, despite being in his late 40s and still playing up to the persona of a ruthless womaniser.

But clearly what has also worked in his favour is how he has been able to develop quite a different reputation outside of music, becoming known as a witty talk show guest as well as a savvy businessman who’s made millions from investing in products like Vitamin water.

It’s also worth noting that his appeal is also about his ability to speak authentically to audiences who are less concerned about upsetting sensibilities and more worried about survival, which at times means turning to that “hustle culture” to get by. And that is one reason 50 Cent is particularly popular with Pacific communities, who face many of the same struggles he would have, growing up in Jamaica, Queens.

So this is why his music and his overall brand continues to pull crowds of a wide spectrum around the globe, coupled with the fact he’s able to deliver a performance that gives people a chance to escape to another simpler time.