Eminem has increased speculation of a new album with a viral campaign linking him to fake drug Revival.
According to editors at Pitchfork, billboards for the drug have been popping up across the U.S., and Eminem’s manager, Paul Rosenberg, posted an Instagram photo of one of the ads, which feature an African-American couple on a blue background, attached to the building opposite his office window on Wednesday (25Oct17).
The ads have been linked to Eminem by eagle-eyed fans who cite that the “E” in Revival’s logo is backwards, just like Eminem’s logo, and the drug’s list of uses and side effects, and the text on the website, make subtle references to the rapper’s greatest hits.
The Revival website states, “Seize the moment,” a lyric from Eminem’s 2002 hit Lose Yourself and also features a video for the medication, which treats “Atrox Rithimus” which details the drug’s ability to “keep that s**t under control.” The video also plays the melody of Dr. Dre hit I Need a Doctor, which features Eminem and Skylar Grey.
Fans who call the number on the ad will hear a recording which goes through the list of nonsensical side effects including having a “highly combustible head” before saying, “Thank you for continuing to hold – we give you some serious f**king credit for sticking with this.”
The Revival website is credited to Popsomp Industries, which ties back to a website linked to Eminem’s 2009 album Relapse, reported the Detroit Free Press.
Revival as an album title follows in the same vein as Eminem’s previous releases, Relapse and Recovery, which detailed his battles to recover from an addiction to prescription drug Ambien.
The news comes as the rapper recently made a return to the spotlight at the BET Hip Hop Awards earlier this month to perform an incendiary freestyle rap in which he criticized President Donald Trump.