"There was a time when the label was one of the hottest things in the world," says Rosenberg, who is known as Paul Bunyan due to his imposing physical stature.
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Em signed 50 Cent to Shady Records and watched as 50's debut album "Get Rich or Die Tryin' " became the fastest-selling debut album in Nielsen SoundScan history, racking up 872,000 sales in just four days. It was a monster success, selling more than 4 million copies. The "8 Mile" soundtrack was released in October 2002, featuring songs by Eminem, Jay Z, Nas and a young up-and-comer named 50 Cent. So at that point we were like, 'What's next?' " We were trying, and it was cool that it was actually working. "I wasn't sure if it could be possible or not, if we could actually have a label and be successful with it. "Based off the success of things starting to happen with the D12 record, it was like, 'Wow, we could actually do this,' " says Em, who turned 42 last month. D12's "Devil's Night" was released in June 2001 and it debuted at No. "(Paul) came to me with the idea of starting the label, and at the same time I was looking for a home to do something with D12," says Em, referring to his six-man, Detroit-based rap crew. Shady Records, which is distributed through Interscope, was born shortly afterward as an opportunity to grow the Eminem brand. On the occasion of Shady Records' 15-year anniversary, however, he's got plenty to say.Įminem released his first album "The Slim Shady LP" in February 1999 and quickly became a worldwide superstar. "Every time I say something I feel like I jinx something, so I'm not saying nothing.") (Both are excited about this year's Lions team, by the way, but Em keeps a tight lip. Over the course of 45 minutes, it's easy to see the bond he shares with Rosenberg: Even though Rosenberg spends most of his time on the East Coast, they talk pretty much every day, whether it's about business or just the Detroit Lions. His features are sharp, his blue eyes piercing.
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(At the time of this chat, the song was still being pieced together and was referred to "The Anthem.")Įminem is open and engaging. After its online release last week, the song became a battle cry for the city's rap community. Everybody" featuring an all-star roster of Detroit talent: Big Sean, Dej Loaf, Royce da 5'9", Danny Brown and Trick Trick. The set includes an early demo version of Em's Oscar-winning "Lose Yourself" that features alternate lyrics from the original, and the new song "Detroit Vs. The album is comprised of a disc of greatest hits from the label's history and a disc of 12 new songs, nine of which feature Eminem. "Shady XV" began as an outlet for Eminem to release a batch of songs that didn't have a home. "Aside from being on the road, it's pretty much been seven days a week for the past five, six months." How often is he there? "Umm, how often is all the time?" Em asks. He's used to long hours in the studio, which he considers his office.
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Right now the destination is "Shady XV," which hits stores Monday, and was still coming together in late October. Says Em of their partnership: "I come to him with the car, and he shows me where to drive it." Theirs is a tight alliance that began as a business relationship and became a friendship, and together they grew Shady into an internationally recognized brand that also includes a clothing line, a film division and a Sirius XM radio station. He is joined by his manager and business partner Paul Rosenberg, with whom he launched Shady Records in November 1999. In a rare sit-down interview with The Detroit News, Eminem is discussing "Shady XV," the new two-disc set that commemorates the first 15 years of his record label, Shady Records. He introduces himself and offers a hand-to-hand embrace that he pulls into a half-hug. Marshall Mathers enters the lobby of his Ferndale recording studio, located in a nondescript, heavily secured building in the city's industrial district.