50 Cent is now the 78 Million Dollar Man.

Curtis Jackson has locked-up a $78 million deal with Frigo Revolution Wear to promote a brand of upmarket men’s underwear. And he’s not shy about his good fortune.

The rapper announced the mega-bucks pact on his Instagram account Monday with the comment “I just did a deal for $78 million for underwear. What did you muthaf—as do today?“. On the same day, he rubbed it in a little more with a snap of himself chilling in the kitchen with some bread and wads of cash, before appearing on Late Night with Seth Meyers to spruik the briefs, which carry a $100 pricetag.

In his chat with Meyers, Fiddy chatted about working with retired Yankees great Derek Jeter on the Frigo undies (New York Knicks basketballer Carmelo Anthony is also partnering with the firm), he talked-up his new movie project with Melissa McCarthy (the film Spy is due in 2015) and recounted his early adoption of the Internet and his reasons behind accepting bitcoin payments for his most recent album, Animal Ambition. “All money is money,” he told Meyers.

And he should know. 50 Cent is one of the richest artists in hip hop. According to Forbes, 50 Cent has amassed a fortune of more than $140 million, good enough to rank him No. 5 in the title’s eighth annual list of hip-hop’s wealthiest artists. Most of his cash, roughly $100 million of it, was netted from the 2007 sale of his stake in VitaminWater.