Eminem’s new music video for ‘Increased’ packed quite a lot of punches — and never simply because it aired throughout the ‘UFC 257 Countdown.’
Eminem‘s new music video for “Increased” exhibits how a lot athletes and musicians actually have in frequent. So, it was solely applicable that it debuted on ESPN’s UFC 257 Countdown on Jan. 23, main as much as the large struggle between Dustin Poirier and Conor McGregor. Whereas Eminem is probably not strapping on boxing gloves himself, the brand new music video did put Eminem in his personal metaphorical ring — in opposition to himself.
As Eminem raps concerning the peak of his profession, and the journey it took to get there that began when he was solely 5 years outdated, the rapper trains intensively for a match. This sports activities imagery was intentional, meant for instance the “allusions between the way in which a musician creates and prepares to carry out and the way an athlete trains and prepares for competitors,” in accordance with ESPN‘s press release for the video.
“The place am I purported to go from right here?/Actually I do not know/All I do know is each time I believe I hit my ceiling/I am going increased than I’ve ever f***** been,” he defiantly says within the black-and-white video. The Detroit native then took a swing at his “haters” in verse two, one thing he’s no stranger to. “Acquired no time for no haters on this b****/Or toleration for this shit/However like medicine, my dedication/And the time it takes to do that s***,” he says.
And whereas Eminem’s not actually boxing anybody — nicely, besides with the emcee‘s phrases — the video is supposed to additionally illustrate Eminem’s battle “in opposition to is personal demons,” the press launch added. A music video debuting on UFC requires well-known figures on this planet of sports activities, and so UFC President Dana White and ESPN anchor Michael Eaves made cameos! “If we discovered something from 8 Mile, it’s what relating to battle rapping — don’t for Eminem,” Eaves mentioned in a fake Sports activities Heart interview. “He treats his rap sport with a 24 hour tenacity that solely the elite can channel,” he additionally mentioned within the interview intro.
Survival mode! The countdown is on til @Eminem‘s music video premiere 🔥
— UFC (@ufc) January 22, 2021
After Dana expressed he was a “fan” however mentioned mentioned that Eminem couldn’t “put together” for his upcoming battle, predicting a failure — Em shortly clapped again. “Individuals such as you give individuals like me the gas they should succeed. One of the best half about your opinion is it doesn’t matter,” Eminem mentioned earlier than the music video resumed.
As for what led Eminem to work with UFC, David Nieman — VP of Sports activities and Gaming for Interscope Geffen A&M — mentioned, “We’ve got at all times been enthusiastic about fostering the synergy between music and sports activities and together with ESPN now we have created many nice moments collectively.” He then added, per ESPN‘s press launch, “Working collectively to amplify Eminem’s creative imaginative and prescient in such a singular means for this extremely anticipated UFC occasion is totally a excessive level.”
“Increased” is a observe off Eminem’s new album, Music To Be Murdered By – Facet B, which dropped in Dec. 2020. He infamously dissed Snoop Dogg on the observe “Zeus,” in response to the legendary rapper’s comments in an interview on The Breakfast Membership. He additionally supplied “wholehearted apologies” to Rihanna after he referenced Chris Brown‘s 2009 assault in opposition to the Fenty founder in his leaked song “Issues Get Worse.”