Earlier quoted context omitted.
What makes you think he isn’t just interested in video games, discovered emulators and liked the product and saw that it wasn’t being marketed to his audience? Are you familiar with the ways musicians, particularly in hip hop, diversify their business portfolios by selling product lines? Are you familiar with Fenty, Beats by Dre, etc?
The difference is that those products are actually new things created for those brands, and are (relatively) high quality. This is a cheap emulator box being drop shipped from Aliexpress that already existed before Soulja Boi slapped his name on it. (Not to mention that it's almost certainly violating copyright laws with all the roms bundled with it).
Besides the blatant copyright infringement, I ain't seeing how this is any worse.