Eminem Marketing Analysis

name and address of record label -‐-‐tel. 212.___.____ info@nameof recordlabel.com www.recordlabelwebsite.com

EMINEM: The Marshall Mathers LP 2

MARKETING PLAN

STREET DATE: 11/5/12

Prepared on 11/30/13

By: Khalil Byrd

Aftermath Records 2220 Colorado Avenue Santa Monica, CA 90404 USA http://www.aftermathmusic.com

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1. PROJECT OVERVIEW

Born in St. Joseph, Missouri on October 17, 1972, who would have known what Marshall Bruce Mathers III, who the world would one day know as Eminem, one someday become. Moving between family members’ houses throughout Missouri, Eminem’s childhood was marked with a strong sense of instability until he finally settled in Warren, Michigan, a community in Detroit, at age 11. In his new home, Eminem, being one of few Caucasian residents of his neighborhood, found himself frequenting fights with kids that bullied him because of his skin color. Eminem began rapping at 14 where he found himself heavily influenced by the stylings of Ice-T and Proof, a colleague of his who he would later form the Hip-Hop super group D12. Eminem struggled to find acceptance amongst the Black community and participated in many freestyle battle where he eventually gained respect and notoriety for his undeniable skill sets as a lyricist and his clever delivery that was unmatched by his peers. After dropping out of high school at age 17, he was soon signed to FBT Productions where he dropped his independently released debut album Infinite. It was shortly after where he developed a demented and arguably psychotic alter ego by the name of Slim Shady that would change his life. He began work on his debut EP The Slim Shady EP in the spring of 1997. This EP created hype all over the hip-hop world for Mathers gaining recognition by The Source magazine, Interscope Records, and most importantly, record producer Dr. Dre. Though many doubted the marketability and potential of signing a white rapper, Eminem’s debut album The Slim Shady LP was released under Dr. Dre’s very own Aftermath Records in February of 1999 and went on to sell over four million records in the United States. It was then that the world began to embrace the hip-hop legend we know as Eminem. In 2000, Eminem released his groundbreaking The Marshall Mathers LP selling 1.76 million in its first week of release and eventually selling over 10 million records in the United States only, receiving the coveted diamond certification from the RIAA. The album featured hits such as “The Way I Am” “Stan” and “The Real Slim Shady.” Eminem was noted for his use of his alter ego Slim Shady and though many frowned at his lyrics suggesting violence, narcissism and rape, others found it to revolutionize the genre of Hip-Hop by changing the standard of what is perceived as “acceptable” to rap about. Shortly after, Eminem released The Eminem Show in 2002 to very similar commercial and critical praise. The album, selling over a million copies in its first week of release, became Eminem’s second album to reach the diamond threshold under the RIAA. 2004 saw the release of Encore which became yet another commercial success for Mr. Mathers. Though the lead single “Just Lose It” generated much controversy for its lyrics directed at Michael Jackson’s widely publicized alleged child molestation charges, the album featured a much wider umbrella of lyrical topics even addressing President George W. Bush and Eminem’s distaste for his political decisions. The album was certified 5x platinum by the RIAA. Shortly after, Eminem went


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on a musical hiatus during which he released virtually no music and was absent from the public eye. In 2009, Eminem returned with his first LP in 5 years entitled Relapse. Though the album sold well, receiving a 2x platinum certification from the RIAA and selling over five million copies worldwide, critics and fans alike were divided in their response to the album with many trashing it as sub-par to his preview work. The album saw the worst critical reviews of his career. This all changed however when Eminem released Recovery in 2010. Recovery became Eminem most commercially successful album in years selling over four million copies in the United States and over ten million copies worldwide. The single “Love The Way You Lie” featured pop singer Rihanna and became one of the biggest hits of his career topping the charts in the United States and selling over 6 million digital tracks. Recovery became the best selling hip-hop album of 2010 and solidified Eminem’s staying power in the ever-changing landscape of Hip-Hop. With The Marshall Mathers LP 2 Eminem will re-capture the magic found in the first Marshall Mathers LP that the world fell in love with. Eminem will use his lyrical and technical rapping skills to levels that the world has never seen before and cover topics of triumph, heartbreak, and of course the outrageous mindset of Slim Shady, his infamous alter ego. With the second installment of the Marshall Mathers LP, Eminem will solidify and reinstate his position in the industry as a lyrical mastermind, musical juggernaut, and a commercially successful force to be reckoned. The numbers documenting his success will be backed and matched by the quality music he has put into this LP. Eminem will deliver an album that shows longevity.

2. CREDITS

Artist: Eminem Band: Erik Alcock, Maki Athanasiou, Bebe, DVLP, I.L.O., Pranam Injeti, Joe

Strange, Jason Lader, Luis Resto, & Mike Strange. Guest Features: Kendrick Lamar, Nate Ruess, Skylar Grey & Rihanna. Producer(s): Eminem, Dr. Dre, Rick Rubin, Aalias, Jeff Bhasker, DJ Khalil, DVLP,

Flithy, Frequency, Emile Haynie, Alex Da Kid, M-Phazes, Luis Resto, Vinny Venditto, Streetrunner, S1, & Sid Roams.

Engineer(s): Tony Campana, Maurice Alexander, Joe Strange, David Covell,

Jason Lader, Eric Lynn, Josh Mosser, Sean Oakley, & Mike Strange.

Recording Studio: Effigy Studios


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Mixed by: Dr. Dre, Eminem, Delbert Bowers, R. J. Colston, Chris Galland, Mauricia Iragorri, Manny Marroquin, & Mike Strange.

Mastered by: Brian “Big Bass” Gardner. Mastering Studio: Effigy Studios

3. TARGET AUDIENCE

Demographics

Younger audiences age 15-25, predominantly Males engaged in the urban music world. This market is catered to with the singles, primarily the one to be released featuring Rihanna, who commands this demographic in the Pop world, giving Eminem more

crossover appeal. This crossover appeal amongst this age group will make Eminem a juggernaut at radio and give him all the exposure he needs to see commercially

successful numbers for the Marshall Mathers LP 2.

Psychographics Suburban Caucasian teenagers in High school who want to feel “cool” and “urban” by

listening to Hip-Hop. This audience will support the return of Eminem and feel connected to him through his music of the past. The nostalgia, captured by the title,

from the first installment of this series will allure these people.

4. RADIO PROMOTION 1st Single: “Berzerk” Format(s): Contemporary Hit Radio Impact Date: September 3, 2013. Top Chart Position(s): Billboard Hot 100 -‐-‐ #3 Billboard Hot R&B/Hip-‐Hop Songs -‐-‐ #2 2nd Single: “Survival” Format(s): Contemporary Hit Radio Impact Date: October 8, 2013. Top Chart Position(s): Billboard Hot 100 -‐-‐ #16 Billboard Hot R&B/Hip-‐Hop Songs -‐-‐ #6


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5. MUSIC VIDEO

The music video for the first single was produced and directed by Syndrome.

The video is currently being played across all formats on VH1, MTV, MTV2, Fuse, BET, and MTVHits.

6. PUBLICITY

The Guardian, “A virtuoso application of talent.” NOW Magazine, “The sequel gets better past the halfway mark.”

Rolling Stone, “During the 13 years since The Marshall Mathers LP, he’s never lost his acrobat-‐gremlin skills on the mic.”

MusicOMH.com, “It is a testament to Eminem’s enduring talent that the album never feels labored or even slightly dated.”

The New York Times, “A relentless, demanding and often convincing seventh major-‐label album.”

Sputnikmusic, “TMMLP2 has made it apparent that he’s fully revived and open to new possibilities of all kinds.”

Boston Globe, “The sequel is more intense than the original.” PopMatters, “The Marshall Mathers LP 2 takes turns as equally bold and unpredictable as

anything in his discography.” All Music Guide, “.. this is the tortured soul and self-‐reliance ninja known as Eminem at his very

best.” XXL, “The emotion and power is not missing from MMLP2”

Spin, “This album will never top MM1… but we get rhymes. So many rhymes. More rhymes than some rappers manage in a whole career.”

HipHopDX, “Extremely compelling is the theme of Eminem’s growth.” Slant Magazine, “The album’s productions offers little that’s new..”

Pitchfork, “Eminem’s too talent a rapper with too good a Rolodex for this to flop, but damned if Marshall Mather LP 2 doesn’t give it a go.”


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Chicago Tribune, “The sense that we’ve all been here before, twice, is exacerbated by the tired samples and interpolations.”

Television:

Saturday Night Live – November 3, 2013. ESPN’s “Saturday Night Football” Halftime, Interview – September 8, 2013.

7. ONLINE MARKETING With about 16 million followers, Eminem’s twitter page is completely non-‐personal and only features promotional tweets including album release dates, song lyrics from the album, upcoming appearances, performances, and etc. Eminem’s Twitter à https://twitter.com/Eminem With approximately 78.5 million likes, Eminem’s Facebook page consists of very similar information with sweepstakes, upcoming appearances, fan merchandise and etc. Eminem’s Facebook à https://www.facebook.com/eminem Eminem’s Website à http://www.eminem.com

8. LIFESTYLE MARKETING Our package deal with Gamestop and Activision for the release of the highly anticipated “Call of Duty: Ghosts” targets the suburban demographic that the Marshall Mathers LP 2 caters to while

also embodying an on the edge, survival of the fittest themed lifestyle, personified by the gameplay in this extremely popular video game. The lifestyle of the album is associated heavily

with the lifestyle felt by the gameplay of the newest “Call of Duty: Ghosts” making this an extremely effective way of lifestyle marketing.

9. RETAIL

The Marshall Mathers LP 2 was made available as of November 5, 2013 on iTunes and other digital download sites. a) People who pre-‐order or purchase “Call of Duty: Ghosts” are offering a limited time offer to buy the standard digital edition of The Marshall Mathers LP 2 for a reduced price


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($8.99) with a bonus track entitled “Don’t Front” featuring Buckshot. The offer must be redeemed by 11.59 P.M. EST on November 19, 2013. The retailed GameStop is the only retailer offering this package.

b) Deluxe Edition of the LP features 5 new tracks entitled “Baby” “Desperation” featuring Jamie N Commons, “Groundhog Day” “Beautiful Pain” featuring Sia and “Wicked Ways” featuring X Ambassadors. The CD will be released throughout the US on November 5, 2013 -‐ with a suggested list price of $11.99 for the full album download or on CD for $13.99.

10. CONSUMER MARKETING

§ Television: Call Of Duty: Ghost commercials will features Eminem’s new smash single “Survival.” Beats by Dre will run commercials featuring the lead single “Berzerk.”

§ Online: The artwork for the Marshall Mathers LP 2 was revealed on September 20, 2013

through Eminem’s twitter account. On October 25, the album’s deluxe edition artwork was released.

§ Online: On October 17, pre-‐order bundles for the special edition of the Marshall

Mathers LP 2 paired with Activision’s “Call of Duty: Ghosts” was made available on Eminem’s website.

§ Other: The trailer for “Call of Duty: Ghosts” featured “Survival.” A press release that day

revealed that the first single “Berzerk” would be coming soon.

11. TRACK LISTING 1. “Bad Guy” (7:14) 2. “Parking Lot” [Skit] (0:55) 3. “Rhyme or Reason” (5:01)


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4. “So Much Better” (4:21) 5. “Survival” (4:32) 6. “Legacy” (4:56) 7. “Asshole” [Featuring Skylar Grey] (4:48) 8. “Berzerk” (3:58) 9. “Rap God” (6:03) 10. “Brainless” (4:46) 11. “Stronger Than I Was” (5:36) 12. “The Monster” (Featuring Rihanna) (4:10) 13. “So Far…” (5:17) 14. “Love Game” (Featuring Kendrick Lamar) (4:56) 15. “Headlights” (Featuring Nate Ruess) (5:43) 16. “Evil Twin” (5:56) Executive Producers: Dr. Dre & Rick Rubin Produced by: Aalias, Alex da Kid, Cardiak, DJ Khalil, DVLP, Emile, Flithy, Frank Dukes, Frequency, Jeff Bhasker, Luis Resto, M-‐Phazes, S1, Sid Roams, StreetRunner

12. TOURING

Booking Agent: Cara Lewis

Tour Dates: February 15, 2014 – Western Springs Stadium: Auckland, New Zealand.

February 19, 2014 – Etihad Stadium: Melbourne, VIC, Australia. February 20, 2014 – Suncorp Stadium: Brisbane, QLD, Australia. February 22, 2014 – ANZ Stadium: Sydney, NSW, Australia.

February 26, 2014 – Cape Town Stadium: Cape Town, South Africa. March 1, 2014 – Ellis Park: Johannesburg, South Africa.

Shows on February 15 & February 19 will feature Hip-‐Hop artists Kendrick Lamar & J. Cole.

Will not be touring the United States in 2013 or 2014.


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13. CORPORATE SPONSORSHIP

Tie-‐In: Activision (Package deal with release of “Call of Duty: Ghosts”)

Sponsorship: Beats by Dre ESPN Saturday Night Football

14. LICENSING – FILM & TELEVISION

The Marshall Mathers LP 2 lead single “Berzerk” was featured in Beats by Dre commercials during the MTV Video Music Awards on August 25, 2013. During these commercials, the title of

the album and the release date was revealed.

The Marshall Mathers LP 2 2nd single “Survival” has been used in the commercials promoting “Call of Duty: Ghosts.” The music video also features Eminem rapping in front of footage from

the video game as well as many depictions inspired by the game itself. This was done to promote the album’s package deal accompanying the release of the game.

The Marshall Mathers LP 2 lead single “Berzerk” has also been the featured song chosen for ESPN Saturday Night Football on ABC from September 14, 2013 through December 7, 2013. A

preview for the song’s music video was premiered during halftime of the program on September 7, 2013.

15. TIMELINE August 25 – Unveiling of Marshall Mathers LP 2 title and release date during Beats by

Dre commercials on MTV Video Music Awards. August 27 – Digital release of “Berzerk” September 3 – Radio release of “Berzerk” September 7 – Sneak Peak of music video for “Berzerk” during halftime of Michigan-‐

Notre Dame Football game on ESPN Saturday Night Football. September 9 – Music Video for “Berzerk” debuts on VEVO.

October 8 – Digital Download release and world music video premiere for “Survival” ; 2nd Single October 15 – Digital release of “Rap God” ; 3rd single October 29 – Digital release of “The Monster” featuring Rihanna; 4th single. November 3 – Performance on Saturday Night Live of “Berzerk” and “Survival”

November 5 – Release of Marshall Mathers LP 2 November 27 – Music Video premiere of “Rap God” on VEVO


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16. NEW RELEASE INFORMATION

Artist: Eminem Title: The Marshall Mathers LP 2 Label: Aftermath Entertainment//Shady Records//Interscope Records SLP: $11.99 Street Date: November 5, 2013 Packaging: Parental Advisory Sticker Genre: Hip-‐Hop/Rap Total Sales to date: 1,123,000 Total Digital Single sales to date: Title: “The Monster” – 1,007,000 + “Berzerk” – 1,281,037 + “Rap God” – 507,000 + “Survival” – 400,000 +

17. LINKS

Eminem’s Website à http://www.eminem.com Aftermath Entertainment à http://www.aftermathmusic.com

Interscope Records à http://www.interscope.com Shady Records à http://shadyrecords.com

18. CONTACTS Music Manager: Paul Rosenberg P: 212 324 2410 A&R: DJ Mormile (James Mormile) http://www.interscope.com

Documents

Eminem Marketing Analysis