Eminem has begun the launch of his new album by producing an obituary for his fictional alter ego, Slim Shady.

The obituary, which appeared in the Detroit Free Press, was created to promote Em’s upcoming 12th album, The Death of Slim Shady (Coupe De Grâce).

The short piece, which was accompanied by a photo of Eminem wearing a hockey mask, read: “Fans ‘will never forget’ controversial musician. Shady, a Detroit native who began his career as a rogue splinter in the thriving underground rap scene of the mid to late 1990s, first became a household name in 1999 with the release of his playfully deranged single ‘My Name Is,’ which, along with its uniquely eye-catching video, introduced the young artist and his lyrics to a larger audience.”

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The obituary continued: “Ultimately, the very things that appeared to be the tools he utilized were calling cards that identified an existence that could only end abruptly and horribly. His complex and painful existence has come to an end, and the legacy he leaves behind is as unresolved as the manner in which this guy left this planet. May he find true serenity in an eternity that he could not find on Earth.”

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Eminem declared The Death of Slim Shady (Coupe De Grâce) last month, shortly after attending the 2024 NFL Draft in his hometown of Detroit.

A teaser trailer for the project was released, and it took the guise of a real crime show.

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In the video, a reporter examines Eminem’s controversial alter ego, saying, “Through his complex and oft-criticized, tongue-twisting rhymes, the anti-hero known as Slim Shady has had no shortage of enemies.”

50 Cent then makes a cameo appearance, saying, “He’s not a friend, he’s a psychopath.”

The reporter goes on: “The same nasty lyrics and scandalous antics may have eventually contributed to his downfall. Join me as we recreate the events that lead to Slim Shady’s murder.

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Eminem then appears at the end of the video as a fuzzy talking head, saying, “I knew it was only a matter of time for Slim.”

Dr. Dre has previously indicated that Eminem would release an album this year and that he was producing it.

“He has an album coming out, I’ve got songs on it, and it’s fire,” the producer stated on Jimmy Kimmel Live! in March. “I’m actually gonna hear the entire album for the first time for tomorrow.”

The Death of Slim Shady (Coupe De Grâce) is the rap legend’s first studio album in four years, following 2020’s Music to Be Murdered By.

Em also released the Curtain Call 2 compilation in 2022, along with a deluxe edition of The Eminem Show to commemorate its 20th anniversary.