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This friction highlighted the coming collapse of the record label structure. While 50 Cent reaped the benefits of massive radio play, touring, and branding deals (most notably with Vitamin Water), the "free download" phenomenon eroded the traditional revenue stream for the average artist. However, for 50, the ubiquity of the music—however it was acquired—served as a marketing engine for his larger empire. The free download was the loss leader; the lifestyle brand was the product. This friction highlighted the coming collapse of the