Did Paul Rosenberg Just Reveal the Name of Eminem’s New Album?
Rumors have been swirling for the past couple weeks about a new Eminem album supposedly coming next month. The reports of a new Shady album dropping Nov. 17 surfaced just before Em spit his vicious Donald Trump diss at the BET Awards, and though Interscope told XXL nothing had been "announced or confirmed yet," it looks like Em's manager Paul Rosenberg might have just given us a huge clue about the title of Eminem's upcoming album.
On Wednesday (Oct. 25), Paul posted a picture to Instagram holding up the CD copy of Yelawolf's new album Trial by Fire. "Look what arrived at the Shady offices today!" Paul exclaims in the caption. "@Yelawolf TRIAL BY FIRE comes out this Friday 10/27! #cdbaby."
But Paul is holding the CD in front of a window that faces a building with an ad on the side for a product called Revival. On the ad, the "E" is backwards, per Eminem's logo.
Reddit sleuths quickly found the full ad online, placed by Interscope Records, along with the website for the "medication" Revival. A closer look at the website reveals a couple key clues about why Eminem's new album might be called Revival.
At the very bottom, a disclaimer reads, "REVIVAL does not cause these side effects, but if you have them you should for sure seek medical attention, 'I need a doctor.'" It's a clear reference to Eminem and Dr. Dre's song "I Need a Doctor."
At the top right, there's a phone number to call. When you call the number (1-833-243-8738), you hear "I Need a Doctor" played on a piano in the background. An automated voice begins by saying, "Thank you for your interest in Revival, the No. 1 slightly invasive treatment for Atrox Rithimus. You only get one shot to beat AR." It's another clear reference, this time to the "Lose Yourself" line, "You only get one shot, do not miss your chance to blow." As you continue to hold, the voice casually says, "We give you some serious fucking credit for sticking through this ad." The voice also enumerates a ton of hilarious side effects, including a burning sensation when you pee, and a chilling sensation when you pee, too. "Sweaty palms" (another "Lose Yourself" reference) are also a side affect, and so is "brain damage." You know, like the Slim Shady LP song.
There's also a video on the website with at least two more references to "Lose Yourself," and both the video and copy on the website contain curses. Doesn't seem like something a professional medical company would do, is it?
Oh, and Atrox Rithimus, the condition Revival is supposed to treat? That's made up. Doesn't exist. Even the fancy pharmaceutical name, "Canticum Remedium," means "the song remedy." The attention to detail is incredible.
There's more, too. At the very bottom, it says the product is "Manufactured by Popsomp Industries." In 2009, Eminem launched a viral website called "Celebrity's Rehab." At the time, Eminem used his first-ever post on Twitter to post a picture of himself standing outside some place called—you guessed it—Popsomp Hills. And say Popsomp Hills fast. You're actually saying "Pop some pills."
If it's true, the marketing tactic draws similarity to how Hov started teasing 4:44 with ads on buildings. But this takes it to a whole other level.
XXL has reached out to Eminem's rep for comment. See Paul's IG post below.
New Music Releases for October 2017