Internet sleuths have dug up ample evidence that Eminem's upcoming album is being promoted via an ad campaign for a fake drug called Revival.
A website for Revival includes much of the clinical-sounding lingo and soothing imagery of a typical prescription-medicine campaign.
Look closer, though, and there are plenty of Eminem-related clues: an ad narrator who uses phrases such as "lose yourself," a recommendation to avoid the drug if you're allergic to "midwestern tympanic stimulators" (the tympanum is part of the ear), and a reference to "Pomsomp Industries" — a callback to the 2009 promo campaign for Em's "Relapse" album.
"Revival could be music to your ears," reads a blurb on the site, which includes a logo with Eminem's famous backward "E."
The online detective work — mostly carried out by fans at Reddit's Eminem forum — kicked into high gear only these past couple of days.
But it turns out the evidence had been sitting in plain sight for a while. A "Revival" commercial apparently aired during NBC's "Saturday Night Live" on Oct. 14 (which raised the eyebrows of at least one Twitter user).
And a half-page Revival ad ran in the sports section of Sunday's Detroit Free Press, Eminem's hometown paper. The ad was purchased by Interscope Records, the rapper's label.
No Eminem release date has been announced, but the timing of the Revival campaign suggests an album is coming soon. The rapper's camp did not respond to questions Thursday afternoon about the ad campaign or clues turned up by fans online.
Eminem's manager, Paul Rosenberg, posted a photo Wednesday of the forthcoming CD from Yelawolf, part of Eminem's Shady Records roster — with a Revival ad mural appearing in the background.
If Em's new album is indeed titled "Revival," it would fit the phonetic theme of his two records prior to "The Marshall Mathers LP 2" in 2013: The titles of "Relapse" and "Recovery" were references to Eminem's own drug issues and detox.
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© Detroit Free Press