Eminem May Have Just Revealed The Title Of His Next Album In The Craziest Way

For the last several weeks, anticipation has mounted that Eminem was on the verge of releasing a new album. On October 10, credible reports surfaced that a Shady/Aftermath release slated for November 17 was reserved for the Slim Shady boss, himself. Later that same evening, Eminem unleashed a BET Cypher heard literally around the world, in which he proceeded to dismantle Donald Trump for nearly 5 straight minutes, with a vicious a capella verse. That freestyle, titled “The Storm,” has been viewed more than 36 million times on YouTube alone, and was covered by virtually every major news outlet in the country.

Today, the plot thickened in the most cryptic of ways. Em’s longtime manager and Shady partner, and soon to be President of Def Jam, Paul Rosenberg, posted a picture to Instagram of Yelawolf’s forthcoming new album, Trial By Fire (10/27). While it’s commonplace for label owners to promote their products, things get a bit shady with a closer look at a billboard that appears outside of Rosenberg’s window. The sign promotes a product called “Revival,” with a tagline of “Seize the moment with REVIVAL.” What’s interesting about the signage is that, at the bottom, the “E” in REVIVAL is highlighted in yellow, and it is stylized backwards as Eminem has been known to do for years, on his album covers and elsewhere.

Look what arrived at the Shady offices today! @Yelawolf TRIAL BY FIRE comes out this Friday 10/27! #cdbaby

A post shared by Paul Rosenberg (@rosenberg) on

In this day and age of no stone being left unturned by Internet sleuths, users on Reddit took the billboard and went down the rabbit hole, and found it to be quite deep. They began by finding an ad for the REVIVAL product online. The advertisement is attributed to the Detroit Free Press, Em’s hometown, and it features a number to call for the product (1-833-2GET-REV). When the number is dialed, callers are met with the following message: “Thank you for your interest in Revival, the number one slightly invasive treatment for Atrox Rithimus. You only get one shot to beat AR. Don’t miss your chance, with Revival.” There are also a litany of side effects listed that Revival does not cause, but which are hilarious, nonetheless. Near the end of the message, it says “Thank you for continuing to hold. We give you some serious fucking credit for sticking through this ad.”

In addition to the dark humor throughout the message, there are 2 sledgehammer clues that tie this directly to Eminem, beyond the Detroit Free Press. First is the nod to “Lose Yourself,” with the message’s line that “You only get one shot” to beat AR (a disease that does not exist). The capper, however, is that the background music that plays throughout the message is none other than Dr. Dre’s “I Need A Doctor,” which featured Em and Skylar Grey.

In addition to the phone line, Reddit detectives also found a website for the Revival product. It features a video in which an actor warns it’s easy to “lose yourself” if AR isn’t treated, and all sorts of other crude, but hilarious verbiage: ” REVIVAL is a non-injectable medication given through the ear canal, and is not intended for anal use.” The header for the website’s tab in browsers is also the backwards yellow, E.

So, it seems highly likely that Eminem’s new album will be titled RƎVIVAL, and odds are it will arrive on November 17. Perhaps the most brilliant thing of all of this is that, even though the furor has shifted to Eminem’s album, there also could be no better promotion for Yelawolf’s forthcoming LP. Regardless of what happens with Em’s project, Trial By Fire is in stores, and on streaming platforms, October 27.