50 Cent talks signing Shawty Lo and D4L to G-Unit
50 Cent Signs Shawty Lo and D4L to G-Unit in 50/50 Deal
Hip-hop mogul 50 Cent continues his reign as a forward-thinking entrepreneur by officially signing Shawty Lo and his D4L Records imprint to G-Unit Records. They’re locked into a groundbreaking 50/50 deal. The announcement comes directly from both camps. First, there’s 50 Cent taking to Twitter. Additionally, Shawty Lo has been confirming the details in multiple interviews.
The signing not only adds a strong Southern presence to the G-Unit roster, but it also signals a major shift in how label deals are structured. Rather than sticking with traditional contracts or controversial 360 deals, 50 Cent introduces what he calls “50’s New 50/50.” Thus, allowing artists and imprints to retain greater control over their brands while still benefitting from G-Unit’s infrastructure.
50’s Vision for the Music Business
Through his official Twitter account, 50 Cent lays out his vision for the new partnership model. “Announcement: I have a vision for the music business. I worked on this idea for some time now. It’s called 50’s new 50/50,” he writes. “@thatsshawtylo is the first to sign the deal. He is the head of his own label D4L Records and is now being powered by G-Unit. We provide an overhead.”
50 explains that after G-Unit recoups the costs associated with promotion and recording. However, he describes those costs as “fairly low”—the remaining income from records is split evenly between G-Unit and D4L Records. “No 360,” he adds. Thus, taking a shot at the current music industry standard that has left many artists feeling stifled.
Now, 50 Cent has his own solution for that problem. With G-Unit Records, itself, 50 has made unique moves. When Lloyd Banks and Tony Yayo were dropped, 50 did a deal with EMI. As a result, Banks’ last album was released under that deal. Additionally, Yayo’s new album will drop under that deal.
Shawty Lo Finds a Home
Shawty Lo is best known for his 2008 hit “Dey Know” and his debut solo album Units in the City. He confirmed to MTV News that 50’s tweets are accurate. Additionally, he explained that he turned down other offers from major labels to align with 50 Cent. Therefore, citing a shared life experience and business mindset.
“I just felt like 50 would be the best situation for me,” says Shawty Lo. “My life story came from where his life story came from: turning a negative into a positive. It feels like it’s familiar with 50’s life. That’s why I ran with him. Another label could’ve offered me five times what 50 offered me, but I just feel like this is the perfect opportunity.”
There are tons of similarities Shawty Lo and 50 Cent share. So, the two joining forces makes quite a bit of sense when people stop and think about it. Shawty Lo rose from the Bankhead streets and landed a major label deal. In addition, he scored a hit single out the gate. At the same time, he had beef with the biggest rapper in the game at the time of his debut. However, that situation ended with peace.
Meanwhile, Shawty Lo dealt with industry struggles, but he’s now signed with G-Unit Records in a joint venture.
Breaking Away from the 360 Trap
In a time where 360 deals dominate the industry, Shawty Lo makes it clear that he is not willing to sacrifice long-term ownership and autonomy for short-term cash. “I’m just not a believer in a 360 deal,” he says. “I feel like I can make my own money before I let a label come in and give me a 360 deal. You don’t have to give me a whole lot of upfront money to do a 360. I don’t need that.”
Instead, Shawty Lo sees the G-Unit deal as a chance to build something lasting. “All I needed was somebody behind me who could believe in me, who could relate to what I done been through, and I think 50 is the person to do it.”
D4L Records: From Atlanta to the World
D4L Records first gained fame in 2005 with the chart-topping single “Laffy Taffy” by the group D4L. With Shawty Lo now at the helm and G-Unit backing the brand, the label is preparing for a resurgence.
“My vision for the label is straight to the top,” says Shawty Lo. “I’m working very hard to get my label to where I need to be. To be a big label in the South.”
Shawty Lo also encourages up-and-coming artists to reach out to D4L. “@thatsshawtylo is signing new artists to D4L Records,” 50 Cent tweets. “Hit him up. Get your music to him now. Who you know puts you on; what you know determines if you stay.”
A Strategic Win for G-Unit
For G-Unit Records, the deal represents a smart expansion into the Southern hip-hop market. After a decade dominated by East Coast and Midwest acts, 50 Cent is now strategically investing in a region that is home to some of the most influential voices in rap.
G-Unit has seen its share of changes over the years. Originally launched in 2003 following the success of Get Rich or Die Tryin’, the label housed artists like Lloyd Banks, Tony Yayo, and Young Buck. Despite falling-outs with artists like The Game and Mobb Deep, G-Unit has remained relevant by adapting to new business models and market demands.
With this new 50/50 structure, 50 Cent is reasserting his role not just as a rapper but as a music industry innovator. Shawty Lo’s deal is the first of what could become a new wave of equitable partnerships under the G-Unit umbrella.
Building Momentum Through Collaboration
Before finalizing the deal, Shawty Lo and 50 Cent collaborated on the track “Haters,” which generated buzz across both coasts. This momentum carried through negotiations and cemented the mutual respect between the two artists.
Lo details how the energy between him and 50 made the deal inevitable. “I had a couple of meetings with a lot of labels, but our vibe was just so good and I just signed by the X,” he says. “But I’m a boss too so I didn’t sign as an artist. It’s D4L/G-Unit.”
What Comes Next for Shawty Lo and D4L
With the ink dry on the contract, the next step for Shawty Lo and D4L Records is execution. Lo plans to release new music under the G-Unit banner and is already in the process of scouting talent to join the D4L roster.
The first project to drop under the new partnership will be Shawty Lo’s B.H.F. mixtape. “It’s like a new beginning and all I needed was someone behind me. 50 is a marketing genius and we going to be working the South and the rest of the world if need be,” he says.
As the first signee under the “50’s new 50/50” model, all eyes are on Shawty Lo to see how this revolutionary deal plays out. If successful, it could mark a turning point in the relationship between artists and labels.