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

2
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

Aftermath Records

3
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

Aftermath Records

4
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

Aftermath Records

2
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.”

Aftermath Records

3
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

Aftermath Records

4
($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)

Aftermath Records

5
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.

Aftermath Records

6
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

Aftermath Records

7

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

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

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