The 2003 music video for Hip Hop superstar 50 Cent’s “P.I.M.P.,” featuring Snoop Dogg, is remembered for its flashy visuals and tongue-in-cheek portrayal of the pimp lifestyle. But it also holds a unique place in tech and music history: it was the first time the public saw Apple’s iPod. Unknown to many fans, behind the scenes, Apple co-founder Steve Jobs himself was present. Recently, at SelectCon in New York City, music mogul and UnitedMasters founder Steve Stoute, alongside 50 Cent, recounted how Apple’s groundbreaking device made its way into hip-hop culture.
Stoute described the historic product placement, saying, “What many people don’t know, and I know as a student of marketing, is that Steve Jobs was on set for that video. That was the first time the iPod was seen publicly.” Apple paid $50,000 for the placement, intending to leverage hip-hop’s massive audience. “The iPod was launched visually because of the ‘P.I.M.P.’ video,” Stoute recalled.
However, 50 Cent added a twist, revealing the deal was even more lucrative. “They paid $150,000, but I got $50,000,” he shared, explaining that Jimmy Iovine, Interscope Records’ chairman, received the rest. While 50 Cent was initially unaware of Jobs’ importance, he was struck by Iovine’s admiration for the Apple visionary.
“I didn’t know who Steve Jobs was. I wasn’t paying attention to Apple or technology,” 50 Cent admitted. Stoute chimed in, “It was like having Magic Don Juan on the set.” Observing Iovine’s excitement over Jobs, 50 Cent became intrigued, saying, “Jimmy’s passion made me want to know more.”
50 Cent recalled the interaction with Jobs was brief, “I was only in there with [Jobs] for ten minutes,” he said. But the quick meeting made an impression, as Jobs agreed to pay him the full $150,000 right away. Even Iovine was surprised at how quickly the deal closed: “Jimmy was like, ‘We spent the whole weekend with the guy, and nothing happens. Kid comes in ten minutes and gets a hundred and fifty thousand dollars out of his pocket so fast.’”
Four years ago, 50 Cent first recounted this story in an interview with MSNBC’s Ari Melber, noting how “P.I.M.P.” was Apple’s first music video product placement.
“P.I.M.P.,” the third single from 50 Cent’s debut album Get Rich or Die Tryin’, released on June 24, 2003, reached number three on both the Billboard Hot 100 and the UK Official Singles Chart. Directed by Chris Robinson, the music video for the remix featuring Snoop Dogg and G-Unit sees 50 Cent trying to join the fictional “P.I.M.P. Legion of Doom,” led by Snoop. In a comedic twist, Snoop’s character initially dismisses 50 Cent’s potential, but he ultimately earns approval. In line with the video’s theme, two versions were released: one uncensored and one “clean” version for broader distribution. The video’s popularity was immense, debuting on MTV’s Total Request Live and staying on the chart for an impressive 50 days.
As for the now-discontinued iPod, the version featured in the “P.I.M.P.” video had a mechanical scroll wheel and 10GB of storage. By January 2007, Apple reported record quarterly revenue of $7.1 billion, with nearly half from iPod sales—a testament to the device’s impact, which arguably gained a boost from its iconic hip-hop debut.
