Eminem‘s 3 a.m. music video debuted Saturday (May 2) night via Cinemax and showed viewers a gruesome depiction of the song’s protagonist on a murder spree.
Making history as the first music video aired on the movie network, Em’s 5-minute video took on the tone of a traditional horror movie.
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)
As heard on the song, Em’s video does not stray from the bloodshed.
His second single off the album, pushes shock limits even further. Eminem paints himself as a serial killer with lyrics such as “It’s 3 a.m. in the morning, put my key in the door, bodies laying all over the floor and I don’t know how they got there, but I guess I must have killed them.” (Rolling Stone)
The music video’s premiere on Cinemax led up to the network’s debut of the horror-based film The Strangers.
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)
As seen in the music video, Em recently launched a new website, PopsompHills.com to help promote his new album.
Boasting the slogan “We Remade You” — a riff on Relapse’s first single “We Made You” — Popsomp Hills is advertised as a real Bloomfield Hills, Michigan rehab center with a Swiss founder named “Dr. Balzac” in charge. There’s much more weird stuff on the Popsomp Website: By clicking “Learn More,” you’re redirected to the Wikipedia page for “Hell,” the “Terms & Conditions” seem to be enablers (“Life is too short, party harder than ever. We can help”) and links to a multitude of actual rehab options. (Rolling Stone)
Relapse is scheduled to hit stores Tuesday, May 19th via Interscope.
Check out Em’s 3 a.m. music video below: