50 Cent has revealed he worked hard to turn around his gangster rapper image as it was getting in the way of his business projects.
The rapper, actor and entrepreneur is teaming up with producer Timbaland to release a new line of headphones, but he told Billboard.com he's tried to change the perception of him that formed after the release of his breakthrough 2003 album - Get Rich or Die Tryin.
Fiddy - real name Curtis Jackson - said: "I became that to the general public. It makes it difficult to be... the guy who should be endorsing major corporations. I've since destroyed that aura of me not being the guy who can endorse products."
50 Cent previously attempted to launch a line of headphones in 2010, but his investment ended in a lawsuit.
The star - whose past business endorsements include Vitamin Water, Street King energy drinks, Reebok and Right Guard - has just unveiled his new headphone brand Street by 50.
He also revealed he is a huge video game fan and is looking to bring out modern versions of some of his favourites.
Fiddy said: "I like fighting games - the old games are exciting to me, like Street Fighter and Outrunner.
"I want to be able to take that and do a newer version of that and bring something to the table, because that's exciting and entertaining."
The rapper's latest album, the first in four years, is also due out in February.