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Eminem has just entered a new era in which he is diluting his infamous ‘Slim Shady’ alter ego to adopt a new title: that of ‘white rapper’, which he has reviled throughout his legendary hip hop career.
The change began to brew earlier this summer, when the Detroit rapper creatively teamed up with cult US burger joint White Castle and released a limited edition ‘EMINEM X WHITE CASTLE‘.
The collaboration would come to light on July 9 when Eminem tweeted a post revealing images of the merch line featuring a T-shirt and trucker-style cap with the title ‘White Rapper’ stamped by the fast food chain’s iconic castle logo and slogan ‘…Buy ’em by the ‘Sack’.
For the rapper’s community of devotees, the association with White Castle seemed a strategic move timed to the promotion of his album ‘The Death of Slim Shady’, which was released on 12 July, opening a maelstrom of mixed reviews.