Eminem & Shade Collabo w/XXL for Special Radio Issue
Eminem's Shade 45 radio channel and XXL Magazine have teamed up to release a special edition issue dubbed XXL Presents Shade 45.
The one-time issue focuses on Eminem and his Sirius Satellite radio channel, Shade 45. Em graces the cover alongside Shady Records artists, Stat Quo and Obie Trice. In the cover story, Slim speaks on the emcees that have influenced his rap style and the new generation of rhyme slingers.
"I took from all of them: Kool G Rap, Masta Ace, Big Daddy Kane. Just took a little bit from each one and put 'em all together. And by the time you're done, you got something that's never been heard before. And that's what I think about this whole generation of next MCs coming up," Em revealed in the story.
Meanwhile, in another feature, 50 Cent discusses what heads perceive as the over-saturation of G-Unit.
"People may look at what they see from G-Unit at this point and feel like it's over-saturation. No. You know what it is? You still view G-Unit as a group. They not looking at G-Unit as a record company, as this is Def Jam," Fiddy shared in the story.
The issue also features a Q&A with Em, 50 and Dr. Dre together along with a joint interview with G-Unit's Tony Yayo, Lloyd Banks, Young Buck and Spider Loc, a piece on D12 and features on newcomers Mobb Deep and M.O.P. Readers also get to meet Shade 45's DJs like DJ Whoo Kid, Gomez Brothers, Lord Sear, Rude Jude, Felli Fel, DJ Muggs, Clinton Sparks and Cipha Sounds.
"Typically, custom publishing projects do not work, since the consumer gets turned off to the overall advertising message," stated XXL executive Publisher Jonathan Rheingold. In the case of XXL Presents Shade 45, since Shade 45 is a truly authentic and uncensored rap radio channel, the marriage with the XXL brand made sense. Therefore, we were able to create a magazine that the fans will want."
After years of trailing The Source as the top selling Hip-Hop publication, XXL is now #1 on newsstands with an ABC audited circulation of 315,000 copies and outsells other music publications such as Vibe, Rolling Stone and Spin on newsstands.
XXL Presents Shade 45 is on newsstands now. The issue comes with a free Eminem poster.