Violent art of seduction

Ridiculously crude though his lyrics may sound in the cold light of day, the New York rap star's performance last night was a reminder of just how seductive he can be. No matter how blood-thirsty or misogynistic his lyrics might have been, 50 Cent wrapped his music up in an irresistibly appealing package.

Gallery: 50 Cent concert in pictures

Appearing before his fans to the thundering strains of What Up Gangsta, 50 Cent's stage presence was powerful and immediate. With DJ Whoo Kid providing a steady stream of gun sound effects, accompanied by bright flashes of light, his opening track was a statement of intent, embodying the relentlessly negative tough-guy vibe that characterises so much of his work, with lines such as: "Cross my path I'll crush ya, thinking I won't touch ya/I'll have your ass using a wheelchair, cane, or crutches." A threat to inflict permanent disability on an unidentified foe doesn't sound like promising material for a euphoric singalong, but combined with 50's delivery and charisma, the track had the crowd eating out of his hand.

A consummate professional constantly making sure he had the crowd on side, 50 Cent had clearly planned his show out carefully, interspersing the shoot-'em-up tracks with "something for the ladies".

The genuinely romantic track, 21 Questions, saw the rapper delight the female contingent by removing his top. Given his larger-than-life, cartoon-like persona, it was strangely appropriate that Mr Cent should have what looked like the body of a superhero. Sporting a perfect six-pack and biceps bigger than the average human head, his every move exuded strength, confidence and vigour.

After working his way through most of his most famous work, including a superbly frenzy-inducing version of his first international hit, In Da Club, 50 made the cunning decision to create a medley of his lesser-known songs, each one punctuated - as if you couldn't guess - by gunshot noises.

Towards the end, as I witnessed groups of women happily supporting 50 in the refrain "Bitch, get in my car", I realised that while 50 Cent's moral compass may be faulty, his seduction skills remain firmly intact.

50 Cent
HMV Apollo
Queen Caroline Street, W6 9QH