News: Asher Roth On Eminem's "Relapse" LP, "It's Very Aggressive & Dark"

Wednesday, May 20, 2009 11:40AM

Written by Cyrus Langhorne

Rap newcomer Asher Roth has offered his take on Eminem's comeback album, Relapse, and described his respect for the rapper's ability to unveil his personal life musically.

Known for being compared to Em due to similar flows and being Caucasian, Roth broke down his thoughts on the album's dark side.

"I've heard the Relapse album and, speaking honestly, it's very aggressive and dark and it's ... it's not easy-listening," he explained in an interview. "But when you get down to it, it's a grower, because you sit here and you're witnessing somebody who's putting so much of himself out there, and it's just like, 'Whoa.' You feel the depression and you feel how upset and how crazy these last few years and the whole ride has been for him. Like I said, for somebody to keep their cool, as stressful as the everyday world is, and then try to take on the responsibilities of being a public figure, and having all the hardships he's had to deal with and to have him still come out the beautiful human being he is, there's nothing else to say but 'Bravo.' (MTV)

Busta Rhymes recently spoke with SOHH about dropping his album Back On My Bullsh*t on the same day as Shady, DJ Drama plus Redman and Method Man.

"I feel real good about it because it's a great day in hip-hop," he said. "There ain't been this much amazing releases on the same day in a minute. All of this dope sh*t in the marketplace, hip-hop needs it right now. We need it to show people how lucrative the business of hip-hop music still is on a corporate level. We need to also get these tours up and running. I just look forward to seeing what the outcome is going to be. I'm fans of every one of those artists I'ma be out there buying all three of them sh*ts myself that day." (SOHH)

Em's aim to make his album sound darker than past releases is both seen and heard on his music video for "3 a.m."

Following his previous music video, "We Made You," the rapper's latest features Em's protagonist staying in-tune to the song's lyrics as he sits alone at night in the woods recalling a likely murder spree he took part in. Appearing shirtless and with bandages, his character slowly begins to remember how he got there thinking back to each victim he killed upon leaving the fictional rehab-based facility Popsomp Hills. All taking place at night, much like most horror films, Em's video uses dark settings to enhance the 'scary' factor while using massive amounts of blood and a before/after effect of how each victim was slain. Similar to his violent-based rhymes from The Marshall Mathers LP, Em's new video did not feature any main cameos unlike 50 Cent and Dr. Dre's presence in "We Made You." (OnSmash)

The marketing plan behind Relapse was revealed earlier this week.

While Eminem hasn't relied exclusively on Twitter to get the word out, the effort has produced some impressive results. According to Compete, Eminem.com reached 113,868 unique visitors during April, while the most popular of his tweets -- which linked to TheRelapse.com on May 7 -- reached at least 41,704 people within just one week, according to an analysis of data provided to AdAge by Tweetreach. And data provided by Native Digital, the start-up behind music-buzz tracker We Are Hunted, suggest that Eminem was the most-talked-about artist on Twitter last week, the week before the album's release. (AdAge)

Be sure to check Sales Wrap next week to see how Relapse impacts the charts.

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