In a recent interview 50 and his SMS business partner Brian Nohe announced they are close to landing a partnership with a major tech company. 50 and SMS Audio has not been able to compete with Dr. Dre “Beats” but with this new partnership they are going to create a major new product. Nohe believes SMS and Beats can co-exist there certainly enough room for major players in the earphone category. 50 said ” Hip Hop and music in general have been the advertisements for high-end products like cars since it became commercially viable. “It’s the things we’ve been doing for a long time without being conscious of it,” 50 said. “Like the major companies–Ferrari, Bentley, Rolls-Royce, Lamborghini–they don’t make car commercials because music culture has been their commercial. For all that time, we take those things and create the music videos that would constantly have it have representation to the general public without them spending the marketing dollars.”