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MADE IN THE SHADY
New Eminem Release A Monster
First, it was Christina Aguilera, fred durst',390,400);">fred durst',390,400);">Fred Durst, carson daly',390,400);">carson daly',390,400);">Carson Daly and Backstreet Boys.

Now, rapper Eminem is ready to take on the world with the May 23 release of his sophomore Aftermath/Interscope album, "The Marshall Mathers LP."

The first single/video, "The Real Slim Shady," is already the first bona-fide smash of the summer, dominating both MTV (where it's getting aired 25 times per week) and multiple radio formats, including Top 40, Post-Modern, Urban and Crossover (where it's up to 6,000 total spins).

"This kid is really speaking to a generation," says Interscope Head of Sales and Marketing Steve Berman before fielding calls from one of 1,098,765 anti-defamation organizations upset with the record. "He's an artist we truly believe in with a deep and long album. It's a thrill to be part of Dr. Dre and Aftermath's vision. We've taken a very methodical approach to executing our game plan."

That plan, which includes this weekend's massive "EmTV" promotion, an appearance on MTV's "TRL" and an in-store at Times Square's Virgin Megastore on the day of release, is taking off like Mayor Rudy Giuliani from Donna Hanover.

"This isn't just about the first week, either," adds Berman, who nevertheless has shipped 2 million albums, with estimates of first-week sales ranging in the one million area—which should be more than enough to knock off Britney Spears for the #1 spot.

A massive Internet presence on Jimmy and Doug's Farmclub.com includes making available downloads of album snippets and a stream of the first video. There are also outdoor billboards and an awareness campaign aimed at urban and Post Modern independent retail.

The rapper just appeared on the cover of the L.A. Times Sunday Calendar section, has Spin and Vibe covers and a major Newsweek profile on tap and is set to become the first white rapper ever to grace the cover of The Source. He's also set to make an appearance on Farmclub.com before hitting the road mid-June with Dr. Dre, Snoop Dog, Ice Cube and Warren G on Dre's "Up In Smoke" tour. Slots on Saturday Night Live and Chris Rock's HBO series are slated for next fall.

Goliath Artists' Paul Rosenberg, who manages the rapper, credits the massive success of "Forgot About Dre" with smoothing Eminem's acceptance at Urban radio.

"Em feels, first and foremost, an allegiance to rap fans," said Paul before excusing himself to stack a large pile of Krugerrands. "He wants to please them first, but we're thrilled to be accepted in as many radio formats as we are."

"We feel there are no boundaries, so we're taking advantage of every opportunity," concludes Berman. "Tell Christina's lawyers I'll get right back to them."

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