After decades of brushing off the label, Eminem is finally embracing the title of “White Rapper.” Now, to be fair, he’s doing it as part of a promotional team-up with slider slingers White Castle as part of the roll-out of his upcoming album. The burgers and beats collaboration was announced on Monday (July 8) in a post featuring examples of the limited-run EMINEM X WHITE CASTLE merch line.
The items include a White Rapper white tee, featuring the phrase spelled out in White Castle font inside the chain’s signature logo, with the legend “Established in 1972… Buy ’em by the ‘sack’” just underneath.
The burger bash comes as Slim Shady is gearing up to release his 12th studio album, The Death of Slim Shady (Coup De Grâce), which is due out on July 12. The Rock and Roll Hall of Fame MC also dropped the long-awaited, blood-soaked video for the single “Tobey” on Monday, in which Marshall hangs out on the steps of his Detroit childhood home before he kills a version of himself with a chainsaw in the Cole Bennett-directed clip.
The upcoming LP is the follow-up to 2020’s Music to Be Murdered By, which debuted at No. 1 on the Billboard Hot 100, giving Em his history-making 10th consecutive chart leader. The first single from The Death of Slim Shady, “Houdini,” gave Em his best-charting single on the Billboard Hot 100 this decade after it debuted at No. 2.
So far, information about the album has been spare, but the wind-up and title seem to hint at Marshall planning to bury some of his past. Among the clues are the fake obituary that ran in his hometown Detroit Free Press newspaper, followed by mentor and longtime collaborator Dr. Dre teasing the project in March on Jimmy Kimmel Live! and a horrifying video teaser earlier this month featuring a demon baby.
Check out images of the Eminem/White Castle collab below.