Eminem is now a Hip-Hop legacy brand and a target for the younger rap crowd – witness his recent beef with Machine Gun Kelly and all the name calling and diss tracks that went along with this. That noted, Eminem is big enough to attracted major sponsor dollars to pull off the video stunt filmed at the Empire State Building on October 6th. Google dug deep into its promo budget for the Pixel 3 to sponsor the video and even got a couple of shots of some pour soul pretending to be a cameraman shooting with an 3XL in a stabilized mount included in the video. As if a real filmmaker shooting a video for Eminem would be satisfied with a Pixel 3 XL.
The Empire State Building is a legacy brand too. It is an iconic dinosaur in the middle of Manhattan that makes more money whisking tourists to the top of the building than collecting rents from its commercial tenants. The building went deep and upgraded its staid lighting system in 2012 to a state-of-the-art LED system. The building's lights are now so much a part of the fabric of the NYC skyline that there is a website calendar
devoted to revealing the meaning of the color scheme of the evening and special requests can be made. The building famously got in a beef with Mother Theresa's people for turning down a request to light the building in her honor. The lights also have their own Twitter Feed
The building's Chief Executive, Tony Malkin is a huge music fan and has had the building's lights featured in other musical events like the launch of Zedd's True Colors and others through the years. NYC's Z-100 and KTU anachronistically do synchronized simulcasts on Holidays.
Twitter light up on Saturday night the 6th with the mystery news of a helicopter assault on the building and the lights going crazy in response. The night was a misty / soupy evening so it leant an air of mystery to the whole production. Was it King Kong making another play for the girl in the mists?
It was just Eminem leaving some of his own synced up monster musical footprints in the night sky for a few minutes.