For his next project,
Eminem is thinking about reality.
The hip-hop artist's Shady
Films has teamed up with Ben Silverman's Electus to craft a reality series
centered in Em's hometown of Detroit. Called "Detroit Rubber,"
it'll follow Rick Williams and Roland "Ro" Coit of the sneaker store
Burn Rubber.
The two
"sneakerheads" are intent on building a global lifestyle brand and
opening a second store, and the Web reality series will track their challenges
and successes as they try to succeed in a difficult economic market.
"The guys from Burn
Rubber represent what Detroit Hustle is all about: passion, pride and hard
work,” Eminem said in a statement. “We’re excited to show the world what
they’ve created here in The D."
The series is hosted on the Loud YouTube
channel, which was conceptualized by Electus founder and
producer Silverman and launched last summer. "Detroit Rubber"
premiered on Tuesday.
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