50 Cent had a chance to sign Desiigner before Kanye West swooped in. So, why didn’t he? The answer might surprise you.
During a chat with Gillie Da Kid and Wallo on Million Dollaz Worth of Game, the G-Unit boss recounted meeting Desiigner after his breakout hit ‘Panda.’ Though Desiigner, whose real name 50 Cent struggled to recall initially, came to him eager to sign, things took an unexpected turn.
50 asked Desiigner to play more of his music. The response? ‘That’s it,’ the Brooklyn rapper said. Although ‘Panda’ was a massive hit, 50 Cent wasn’t impressed by the lack of other tracks. ‘I was struggling, but I was like,
He added, ‘Nah, I can’t give that n-gga that money. Let them give him whatever they gonna give him.’ Desiigner’s career trajectory seemed to justify 50 Cent’s decision as the rapper struggled to replicate the success of ‘Panda.’ Despite a few follow-up singles, Desiigner left G.O.O.D. Music and Def Jam in 2019.
Interestingly, Desiigner wasn’t the only artist 50 Cent passed on. He also turned down a young J. Cole before he became JAY-Z’s first Roc Nation signing. In 2022, 50 Cent explained why: ‘That was so early. To me, J. Cole, Kendrick Lamar… These artists existed early on when I fell in love with Hip Hop.’
Nevertheless, he acknowledged their talent but felt their style of ‘smarter music’ wasn’t aligned with the street-oriented rap that G-Unit was known for. He expressed doubts about whether the audience was ready for it back then.
Another artist who missed a G-Unit deal was Danny Brown. According to Brown, 50 Cent liked his music but wasn’t a fan of his style. ‘He didn’t sign me because of my jeans,’ Brown revealed in a 2011 MTV interview. ‘He liked the music, but he didn’t like the way I looked.’
Despite these missed opportunities, 50 Cent’s decisions were based on his instincts and understanding of the market at the time. Whether or not he regrets those decisions, one thing is clear: his reasons were rooted in his vision for G-Unit and the music industry.
50 Cent’s choices reflect a keen eye for what fits his brand, even if it means passing on future stars. His insights offer a fascinating glimpse into the decisions that shape the hip-hop industry.
