Eminem - via Wikimedia Commons
CAIRO – 26 October 2017: Online advertisements for a mysterious fake drug called REVIVAL might be a marketing scheme for rapper
The speculation began on October 25, when Paul Rosenberg, Eminem’s manager, posted a photo on Instagram of him promoting the newest release by Yelawolf, “Trail by Fire.” Yet sharp-eyed readers noticed that an advertisement for a drug called REVIVAL, which does not actually exist, is in the image.
The Eminem connection was further strengthened by the fact that the E in REVIVAL was written backwards, the same way it is in the rapper’s logo.
Things took an even stranger turn when a website for the fake drug popped up, askaboutrevival, littered with references to Eminem. One of these is a line from a short film on the drug where an actor quotes Eminem’s “Eight Mile” album, with the lyrics to “Lose Yourself”; “With Revival, I won't waste my one shot.”
Such a campaign is not new to Eminem’s marketing; in 2009, he promoted the release of his album “Relapse” with the creation of a website for a fake rehab clinic, Popsomp Hills (Pop Some Pills), the same name apparently used as the manufacturer of the drug. The website is also hosted by Interscope Records, which Rosenberg owns.