South by Southwest’s annual onslaught of late showcase announcements for blockbuster hip-hop names appears to be in full swing. Today brings news that 50 Cent will wrestle the space once known as 1100 Warehouse on Tuesday, Mar. 11.
“Once known” because the warehouse, used sparingly since May 2012 despite proving pivotal last year during Chaos in Tejas and a few high profile SXSW showcases, is now Fair Market. Mohawk/Transmission Events honcho James Moody, one of the space’s owners, confirmed the name change this weekend, though its schedule next week still denotes it as 1100 Warehouse.
This marks the third time in three years that 50 Cent’s trekked down from his native New York for the conference. In 2012, he stormed the Austin Music Hall, performing 2003 debut Get Rich or Die Tryin’. Last year, he dropped back into town for a Saturday SXSW interview. This year brings promotion for fifth album Animal Ambition, due June 3, his first since leaving Shady/Aftermath/Interscope Records. The album will be independently released through Caroline Distribution.
The rapper’s arrival brings another big name to a Tuesday night that’s traditionally weighted towards locals, largely because the Music fest shares market space with Interactive and thus rarely carries a full slate of national and international gheadliners. In fact, that night’s grandiose event – Stubb’s 30th anniversary party for Def Jam Recordings, with Method Man, 2 Chainz, Pusha T, and a few others – arrives as part of the Interactive conference, and won’t be made available to Music badge holder or wristband wearers.
In addition to being the biggest hip-hop name currently slated for SXSW, 50’s also Fair Market’s big get as things currently stand. The 1,000-plus capacity Eastside venue is only slated for official use on Tuesday, Thursday, and Friday presently. California soul man Aloe Blacc headlines Thursday, and a 7:30pm set from NYC electro duo Bob Moses serving as Friday’s installment.
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