The American rapper, who evokes the symbolic death of his alter ego Slim Shady in his 12th album, does not mince his words.
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After long weeks of suspense, Eminem finally announced on Monday July 1st that his new album The Death of Slim Shady (Coup de Grace) would be released on July 12. But since he never does things by halves, the announcement was accompanied on social networks by a polished clip worthy of a horror film.
The minute-long video opens with a birthing scene. But when the newborn is finally delivered and his mother picks him up, we discover that the baby is a horned, snake-tongued demon.
The baby seems to illustrate one of the rhymes from the first single from Eminem’s 12th album, released in May, in which he spoke of “a little baby demon with a forked tongue“. We also saw some of these images in the video for this song, Houdini.
In his new album, Eminem has warned that he will stage the death of his long-time alter ego, the “psychopath” Slim Shady. This fictional character, who appeared in 1997 with the Slim Shady EPallowed Eminem to express his anger without restraint with raw and violent lyrics, which made him a controversial rapper from the beginning of his career.
To complete his killing and oil his marketing plan, Eminem went so far as to publish a fake obituary in the newspaper in mid-May Detroit Free Press.
“Shady rose to fame in 1999 with his mischievous and deranged single “My Name Is,” recalled the true-fake obituary.His audience was quickly exposed to the muse/rapper’s extreme darkness as he led millions of music fans down a path glorifying a blatantly nihilistic worldview. (…) His complex and tortured existence has come to an end (…). May he truly find peace in an afterlife he could not find on Earth“, concluded this death announcement which had made fans doubt for several hours.
On March 19, rap icon Dr. Dre said on Jimmy Kimmel Live that his protégé’s new album was “insane“.
