EMINEM is preparing to land his 11th No1 album – and has been celebrating right here in the UK.
The Death Of Slim Shady (Coup De Grace) signals the demise of his alter ego, and has rubbed some people up the wrong way.
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But the concept album was on course for the top spot by outselling TRAVIS’ new album L.A. Times at a rate of three to one earlier this week.
To mark the achievement, the rapper secretly flew into London this week to be among his British fans.
I’ve been told Eminem shut down Soho dive bar Trisha’s to celebrate with his team, not long after surprising people at a pop-up shop and exhibition in the capital.
A source said: “Eminem is on a massive high and he wanted to be in London with his British fans after learning how well the album was doing over here.
“They closed Trisha’s for a private celebration after he turned up at his pop-up to meet fans. He knew the album was going to shake things up and it’s proof he is still as popular as ever.”
The pop-up was mobbed when Bizarre’s Jack went down to see it.
And just like the record, Eminem went all out to shock.
An open coffin with the “corpse” of his alter ego Slim Shady was on display, with the room transformed into the Popsomp Hills Mortuary.
Such a buzz
That is the fictional funeral parlour he has referred to in his music for years.
An order of service stating Slim’s birth, which is the date of his debut single release on February 23, 1999, and his death, which is the date of the album release last Friday, was on show too, with a glowing tribute to his achievements.
Fans queued for hours to get inside.
One of them told Jack he would stay for as long as it took to pay his respects to Slim, and to get his hands on some of the exclusive merch on offer.
It was a clever marketing ploy and all credit to him for creating such a buzz.
While I can’t agree with the provocative and ridiculous sentiments on the record, which saw him taking pops at deaf, blind and transgender people, Eminem knows how to pack a punch.
It’s not his best body of work by a country mile.
But now Slim is dead, I’m looking forward to hearing what Eminem does next.
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