written by Edwin St. Fort

Before I Self Destruct debuted number 5 on the Billboard charts, selling 160,000 copies in its first week of sales, 46,000 of which were digital downloads. The album came packaged with incentives such as the Jam Master Jay documentary 2 Turntables And A Microphone and 50 cents own film Before I Self Destruct which was produced by his production company Cheetah Vision. The second week of sales resulted in 66,000 copies and the third week of sales brought in 30,000 copies.

This release is 50’s lowest debut compared to Get Rich or Die Tryin’ which sold 872,000 copies, The Massacre selling 1.1 million and Curtis selling 691,000 copies in the first week of sales. Several factors effected the outcome of this album. For starters BISD changed its released date several times which could resulted in consumer confusion and mistimed marketing. It was supposedly set for release early 2009 but Interscope decided to focus on Eminem’s anticipated release of Relapse. It was stated for a Fall 09 release where 50 could have possibly faced Jay-Z in September on the Billboard charts, but the label decided to push it back.

October would have been the perfect month for release, 50’s Behind The Music VH1 special aired to over 2.2 million viewers making it the highest rated premiere episode since the year 2000. That same month 50 held “This Is 50 Festival” at The Beach of Governors Island in New York. The roster included G-Unit members, Kid Cudi, Wale, Manio, Jim Jones, D-Block and more. Initially that month would have been used to promote the album effectively but the label decided on a November date to capitalize on Black Friday sales.

Unfortunately the album was leaked on the internet on October 28 a month before its planned November 23,2009  release date. The marketing plan changed, pushing up the album to a November 16 release and was made available on iTunes November 6, 2009. 50 responded to the album leak and the effect it had on sales during a interview with radio personality  Jenny Boom Boom.

“How can I focus on album sales now when it’s to the point where my record is released four weeks before schedule. The marketing, everything that’s planned to sell the actual record, is happening four weeks late, now that the record is out a month early. You know, those things are happening after they had an opportunity to hear it and it’s confirmation to the doubters that the record wouldn’t be good.” – 50 cent

Lets recap the marketing campaign behind BISD. Jay-Z’s Blueprint 3 campaign revolved around strategic partnerships where as 50 promoted his album through social media.

Social Media

50 Cent promoted his album primarily on his website ThisIs50.com, and used his accounts on Twitter, Myspace, Ustream and YouTube to release content regarding the album. He also used selected websites to dominate on advertisement.

uStream & XXL Magazine

50 Cent and XXL Magazine partnered up with uStream to give fans a chance to screen the film Before I Self Destruct online on November 19th. The partnership was beneficial to both parties; the magazine had the opportunity to promote the December/January issue which features 50 cent on the cover and both exchanged links to promote the event.

Yahoo & Movietickets.com

The trailer to the film “Before I Self Destruct” premiered on Yahoo. Fans were also able to download tickets to an exclusive screenings in select markets such as NYC, ATL, MIA, DC, CHI, L.A, with the partnership of movietickets.com/50. The screening tour was from Nov. 2 thru Nov. 13.

Twitter

50 Cent went on Twitter to broadcast his new album release to his 2 million plus followers. With the help of his G-Unit family @Nikkidene, @corentin @broadwayallday, @Lloydbanks, @TonyYayo @DJWhooKid, he was able to give fans the new release dates and links to purchase the album on iTunes.

Myspace Concert & Appearances

50 Cent’s MySpace concerts at New York City’s Highline Ballroom on November 24, 2009  celebrated the release of Before I Self Destruct. According to Yvette Gayle of Interscope Geffen A&M, 50 Cent has made television appearances that include the Tonight Show With Conan Obrien (11/17), Jimmy Kimmel Live (11/18), Chelsea Lately (11/19), BET 106 & Park (11/19), Tavis Smiley (11/20), and the American Music Awards (11/22). He also made additional appearances on BET 106 & Park on 11/23 and 11/24. On November 20th, 50 attended two Best Buy locations where lucky fans were able to take a photo with him.

iPhone Applications

The 50 Cent Sound Lab App is powered by Moderati’s Romplr which gives fans access to the key elements of the original recording and provides creative tools to personalize the new single. 50’s Sound Lab App is available for free from the App Store on iPhone and iPod touch.

“Vitaminwater is calling on all of its fans to get inspired and start mixing it up with 50’s Sound Lab App,” said Rohan Oza, chief marketing officer of Vitaminwater, smartwater and vitaminwater10. “50 cent is a part of the Vitaminwater family and we are excited to be able to share his new single with everyone through this groundbreaking social media experience for iPhone and iPod touch.”

The “Baby by Me” calculator app  retails for 99 cents on the App Store, the app asks a series of questions that determines what your payout will be if you conceived a child by 50 cent himself. The press release announcing the app reads. “Answer a set of questions and find out how much you’ll be on the hook for per child.” The app inquires about your job, how many children you plan on having, what sort of real estate you possess and whether or not you own a boat. The app also contains snippets of wisdom care of 50 himself and automatic Twitter integration so you can brag to your online friends about how much you’re going to collect for lending out your womb.

Conclusion

Could this campaign be considered effective since the 1st week of sales failed to be as phenomenal like past debuts? Artist such as Jay-Z and Lil Wayne faced album leaks a week prior to their release but 50’s BISD leaked a month earlier. The label like a quarterback tried their best to respond to a blitz as quickly as possible and change game plans but in the end piracy won the battle. Another thing to consider is did the 50 Cent brand over flood the market with various products that maxed out the pockets of consumers? In September, 50 cent promoted The 50th Law which landed on the New York Times Best Sellers list. In October, Power by 50 was being exclusively sold through Macy’s stores which had 50 traveling to several states for an in store tour, by the time November came 50’s fan base were possibly maxed out of dollars to make the purchase of Before I Self Destruct. Regardless 50 Cent’s campaign just created the blueprint on how to promote a album by using social media effectively.