Rumors that Eminem would be releasing his long-in-the-works followup to 2013’s The Marshall Mathers LP 2 have persisted for over a year now, ever since he dropped “Campaign Speech” in late 2016. And following his incendiary anti-Trump assault during the 2017 BET Hip Hop Awards, “The Storm (Freestyle),” those whispers are getting louder than ever.
So, it’s not so much a coincidence that his longtime manager Paul Rosenberg put this seemingly regular Instagram post promoting Yelawolf‘s upcoming album Trial By Fire, which arrives this Friday (October 27th):
In the background there’s a giant, seemingly innocuous billboard. However, several reddit users — aka, the Feds — dug deeper, and found a website for the product “RƎVIVAL.”
Perusing the website, it initially appears to be a site for prescription pills used to treat Atrox Rithimus. For starters, “Atrox Rithimus” doesn’t exist. The website also says that “REVIVAL is proven to effectively treat people with Atrox Rithimus. If you’ve tried other treatments without getting the AR symptom relief you need, REVIVAL could be music to your ears.”
There are several other hints, too: under health conditions, one stipulation patients should let doctors know if they “are allergic to midwestern tympanic stimulators,” which is roughly translated to “moisture in the external ear” (also, Em is from Detroit; the midwest). At the bottom of the site there is also the disclaimer “RƎVIVAL does not cause these side effects, but if you have them you should for sure seek medical attention, ‘I need a doctor.'”
The website provides a phone number, 1-833-2GET-REV. Dialing that number will ultimately give the caller the automated message “Thank you for your interest in RƎVIVAL, the number-one slightly invasive treatment for Atrox Rithimus. You only get one shot to beat AR.” Eventually, a voice will say “we give you some serious f**king credit for sticking with this.” Also, a piano version of Dr. Dre and Eminem’s “I Need A Doctor” is playing while the caller remains “on hold.”
Finally, the biggest signifier: the “E” in “RƎVIVAL” is backwards; clearly, that’s an Eminem trademark.
Long-winded story short, Marshall’s ninth album will be called RƎVIVAL, a continuation of his sixth and seventh albums Relapse and Recovery. Fans are expecting it to arrive before the year’s end.