вЂњ Do you have any idea how much I hate this choppy flow / I can see why people like Lil Yachty but not me though,вЂќ he says, in one of his more measured barbs.ДЇor artists like Eminem, born into an industry that little resembles the music scene of today, the ground has shifted underfoot. We forgot about Em, and moved on to rappers he considers inferior. The message, again and again, is that Eminem is butt-hurt. Really though, who leaves voicemail these days? This year alone, KanyeвЂ™s multiple releases and DrakeвЂ™s streaming-friendly 90-minute вЂScorpionвЂ™ have changed the nature of the form, for better or worse, but despite its delivery, вЂKamikazeвЂ™ is very resolutely an old-fashioned album: 45 minutes and 13 tracks long, including two skits in which EminemвЂ™s manager Paul expresses his concerns over the concept in a phone call (вЂњ Are you really just going to reply to everybody who you donвЂ™t like what they have to say about you or the stuff youвЂ™re working on? I donвЂ™t know if thatвЂ™s really a great ideaвЂќ) and EminemвЂ™s furious return message (in which he says heвЂ™s going to hunt down an online commenter). ThereвЂ™s a sense Eminem struggles with the modern world, hitting out at hip hopвЂ™s biggest current stars and commentators (Tyler, Drake, Lil Yachty, Lil Xan, Lil Pump, Joe Budden), declaring that вЂњ t he boom bap is coming back with an axe to mumble rapвЂќ a nd failing to understand what constitutes a hit album nowadays. In a fit of hubris, the nature of this albumвЂ™s release вЂ“ dropped with no warning, with a cover art concept pilfered from Beastie BoysвЂ™ вЂLicensed To IllвЂ™, is Eminem trying to go viral вЂ“ something that anyone whoвЂ™s ever tried to create вЂviral contentвЂ™ will tell you involves a certain amount of alchemy and has nothing to do with how much you want it to happen. вЂњ Revival didnвЂ™t go viralвЂќ, he says on вЂGreatestвЂ™. So EminemвЂ™s metric for success is unclear, but perhaps it stings just not being talked about as much. Contrast the titles of the two releases вЂ“ вЂKamikazeвЂ™ is Eminem launching a torpedo at his own career. It should be noted that вЂRevivalвЂ™ went to Number One on both sides of the Atlantic, and that a significant portion of his missing fans вЂ“ if indeed there are any вЂ“ are likely to have jumped ship due to EmвЂ™s vehement anti-Trump stance (he refers to the President as вЂњthis evil serpentвЂќ on title track вЂKamikazeвЂ™, and later dubs him вЂњAgent OrangeвЂќ).ДЄnd you suspect, partly, itвЂ™s the embarrassment of hyping up your own grand return, only to find it wasnвЂ™t your вЂ68 Comeback Special. The criticisms of it clearly stung: вЂњ They been panninвЂ™ my album to death/So I been givinвЂ™ the media fingers,вЂќ he spits on opener вЂThe RingerвЂ™, a track which delivers, in jaw-dropping, super-quick flow, more honesty and ire than weвЂ™ve seen from Eminem in years, calling out journalists, fellow rappers and fans whoвЂ™ve turned their back on him. It wasnвЂ™t a total stinker, but it was just another вЂmehвЂ™ release from a once iconoclastic artist whoвЂ™d slipped into middle age as a Slim Shadow of his former self. вЂRevivalвЂ™ featured a grab bag of gimme-a-hit-please guests: BeyoncГ©, Alicia Keys and the ubiquitous Ed Sheeran, who co-wrote the sappy вЂRiverвЂ™. Latter-day Eminem was earnest, goddy, flawed, lacking confidence even, and on вЂRevivalвЂ™, pointedly political too. That LP continued down a course heвЂ™d been set on since 2010вЂ™s вЂRecoveryвЂ™, an Eminem that had lost sight of the cartoon devil fans first fell for in the late вЂ™90s. HeвЂ™s upset, mostly, about the fact that people didnвЂ™t like his last album, the not-particularly-great вЂ RevivalвЂ™, released on December 15, 2017. We know because he tells us, in the opening seconds of вЂKamikazeвЂ™, like heвЂ™s psyching himself up: вЂњ I feel like I want to punch the world in the fucking face right nowвЂњ.

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