In true hip-hop manner, Curtis "50 Cent" Jackson breezed into the Dubai press launch of his SMS Audio headphones brand to the tune of his signature song In Da Club.
The event was held as part of the consumer electronics showcase GITEX Shopper.
"Dubai is the perfect springboard to launch SMS Audio because the emirate is famous for its pursuit of high standards in everything it does," he said.
The rapper, who was wearing a black-and-blue pair of headphones, said his audio business venture is an extension of his passion for music.
"I'm just trying to think outside the box. I'm excited about all possibilities because I don't see limitations," he said. "I'm not afraid to venture into other categories."
Jackson has teamed up with the Dubai Autism Centre so that part of the proceeds from the sales of the headphones, which are available in Virgin Megastore outlets for between Dh449 and Dh1,499, will go to helping children with autism.
"I hope to influence my peers, not just in music, but also entrepreneurs in terms of humanitarian work," he said.
The 37-year-old Grammy winner is headlining tomorrow's Atelier/Festival at Dubai's Meydan Racecourse. For details, visit www.theatelierworld.com