Measuring The Brand Value of Hip Hop Families From Cash Money to Roc-A-Fella

G-Unit

Grade: C-

Notable members: 50 Cent, Lloyd Banks, Young Buck

I think G-Unit is a good example of how a brand can be inextricably linked to the driving force behind it,which is 50,” offered Patton. “The same could be said for Jay-Z [with Roc-a-Fella].

G-Unit emerged on the scene with 50 Cent’s debut success with Interscope Records. Together, the group found mainstream success with its 2003 debut album “Beg for Mercy.” The group, however, was immediately mired with internal strife with Young Buck, for one, being kicked out of the group. Regardless, Patton says that G-Unit never did a great job at investing enough in its artists to establish itself for the long term. “The fortunes of that brand tended to ride the cycle of 50’s popularity and his success. The other artists were on a peripheral and not significant enough to really move the brand needle.”