is really putting effort into his current album cycle. The rapper has taken extra care to build up the hype for . He's dropped teasers, collaborations with magician David Blaine, and a high concept music video for the single " .
" The question on everybody's mind, though, was when the album would drop. When would the finally be revealed to the world? Well, Eminem gave fans an answer in predictably dramatic fashion. The rapper released what appears to be the last of the album teasers on July 1.
The video sees a grim scene at a hospital, in which a woman gives birth to an unresponsive baby. The doctors eventually get the baby breathing, but when it wakes up, it has demonic, black eyes. The mother asks what happened, and before anybody can answer, the baby flashes a split tongue and grows devil horns.
The entire staff screams "holy sh*t" before running out of the delivery room. Then, the moment fans have been waiting for: a release date. will come out on July 12.
It's a surprisingly quick turnaround, given how slowly Eminem has been releasing details. The rapper has, however, experimented with different rollouts in the past. had a lengthy promo cycle since it was supposed to be Eminem's comeback.
was billed as a correction the mixed reviews of Relapse, and was dropped out of nowhere. is obviously aiming to be a grand sendoff for Eminem's alter ago, so it makes sense that he would want to make sure all eyes were on him. Em hasn't spoken in depth about , beyond his promos.
He did, .
