News: Eminem's "Relapse" Marketing Exposed, "We Pushed Ourselves To Create A Different Experience"

Tuesday, May 19, 2009 1:50PM

Written by Cyrus Langhorne

The marketing strategies behind Eminem's long-awaited Relapse project have been exposed which shows the rapper's extensive usage of Twitter and the possibility of his album becoming the first to reach platinum status of 2009.

With the use of social networks, Em has experienced high results on both his own website and Twitter.

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)

Em's manager, Paul Rosenberg, has addressed his artist's new marketing direction.

"In the past, when we've tried to do things in a new way for Eminem, it was just more of OK, cookie-cutter types of ideas," he said in a statement. "But in this one we really pushed ourselves, because of the time we're living in, to create a different experience." (Statement)

The rapper's Twitter page gives fans daily to weekly updates on his project and links to sites associated with him.

"It's 3 a.m. and here I come so you should probably run," Em wrote unmodified. "Relapse iPhone game is coming along nicely...I'm giving away an extra free song with my album if you buy the Relapse CD. I'm still on the run, my darling...Pre-order Relapse and other things here: Who else is excited for me and [Jimmy] Kimmel?" (Eminem's Twitter Page)

In addition to Twitter and a rehab-based website, Em also joined forces with Cinemax to become the first artist with a music video aired on the network.

In a first for the network, Cinemax exclusively debuts the latest, never before seen, uncensored music video from rap star Eminem, on Saturday, May 2 at 10pm ET/PT. The music video for 3 a.m., the third track to be released from Eminem's forthcoming album, Relapse, was directed by Syndrome. The video will air just prior to Cinemax's Saturday night pay television premiere of the horror film, The Strangers, starring Liv Tyler and Scott Speedman and will continue to air on the network throughout the month of May. (Rap Radar)

Relapse hit retail stores nationwide today (May 19).

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