50 Cent kicked off South by Southwest by headlining a concert at 1100 Warehouse in Austin on Tuesday. During the live-streamed performance, presented by Hang w/, the hip-hop mogul debuted new material off his upcoming album Animal Ambition.
Following G-Unit’s Kidd Kidd and Machine Gun Kelly, 50 opened his hour-long set with his new song “The Funeral” and premiered “Hold On,” which is set for release on March 18.
One person who was not able to get inside was ScHoolboy Q, who tweeted, “Dey wouldn’t let me in 50 cent sHow jus now smH I still ain’t on number 1 and sum moe sHit lmao.”
50’s first independent album, Animal Ambition, arrives June 3. “This album is prosperity. It’s the positive and negative effects of prosperity. If I’m doing too good, it’s actually not good in front of people. Prosperity makes them think you’re doing better than them, that brings envy and jealousy which then brings negative energy,” he told Billboard. “You will constantly go, ‘Wow, I know why you said that right there.’ You get an effect of prosperity in each song; even the celebrations, which are inspired by things going on the right way.”
The same day that he announced his departure from Shady/Aftermath/Interscope, G-Unit member Tony Yayo wrote on Instagram, “50 ain’t rocking with me and Banks the same.”
In response to the comments, 50 said, “These guys are millionaires. They’ve made millions of dollars. Why do that then? Whenever there’s no one to blame, you know what game you play, [for] a look.”
He has not communicated with Yayo or Lloyd Banks. “I don’t believe in looking back,” said 50. “I can care less about things that’s happened in the past. I’m looking forward, at prosperity.”
Watch him debut “Hold On” at SXSW.