Reddit is a horrible pit of despair and darkness, but every once in awhile it brings forth some promising information. After Paul Rosenberg posted a photo on Instagram fans on Reddit discovered that an ad in the background of the photo was actually a secret promotion for Eminem’s new project. The info is disguised as an advertisement for a medication called “REVIVAL,” where the “E” is backward in the signature Eminem style.
There is a website for the fictional medication with a video ad of hikers talking about needing REVIVAL for their Atrox Rithimus, a fictional disease. There are subtle hints all over the site including the phrase “REVIVAL could be music to your ears,” and “seek medical attention, ‘I need a doctor.’" refering to Eminem’s song with Dr. Dre. There’s even a working phone number (1-833-243-8738) for the fictional product where callers can hear a recording say “you only get one shot to beat AR” with “I Need A Doctor” playing in the background. A Latin spelling of the drug included on the site as “canticum remedium” translates to “song cure.”
Nothing official has been confirmed by the Shady team, but fans are certain this is the rapper returning with a hugely elaborate scheme to heal us all from whatever AR is. After stirring up some publicity for his BET performance, the Eminem appears to be ready to release his ninth studio album.