Stop everything! Eminem has released his highly anticipated 12th studio album, The Death Of Slim Shady (Coup De Grâce). After months of teasing with bizarre videos hinting at the literal death of his alter ego, Slim Shady, the globally renowned rapper has finally launched the album on July 12.
The Death Of Slim Shady features 19 tracks that reflect on Eminem’s early career, controversies, and include a sequel to his 1999 hit Guilty Conscience. Preview releases, such as Houdini and Tobey, gave fans a taste of the album’s conceptual nature.
On July 11, Eminem took to social media platform X to advise fans on the best way to experience the album. He tweeted, “Public service announcement: the ‘death of slim shady’ is a conceptual album, therefore, if you listen to songs out of order they might not make sense. Enjoy.” This emphasizes the importance of listening to the album in sequence for the full narrative impact.
The marketing strategy for The Death Of Slim Shady was equally ingenious. Prior to its release, Eminem published a faux obituary for Slim Shady in the Detroit Free Press on May 14, with the headline “Slim Shady Made Lasting Impressions.” This was followed by an ad during the NFL Draft in Detroit, presenting the death of Slim Shady as a true crime show.
The album’s reception has been overwhelmingly positive. Artists like Charlie Puth have praised it, and fans are ecstatic. One fan tweeted, “EXCLUSIVE: Rapper “Eminem” hospitalized after intense back injury due to carrying the entire hip hop industry.”
The album features collaborations with artists like Big Sean and BabyTron on Tobey, production by Dr. Dre on Lucifer and Road Rage, and a verse by Bizarre on Antichrist. The Death Of Slim Shady is now available on all major streaming platforms.
