Eminem Leans Into ‘White Rapper’ Title, Partners With White Castle For Limited-Run Merch

Eminem Leans Into 'White Rapper' Title, Partners With White Castle For Limited-Run Merch
Photo by C Flanigan/WireImage

As Eminem gears up for his 12th studio album, The Death of Slim Shady (Coup De Grâce), set to release on July 12, he’s cooked up a burger bash with popular burger joint, White Castle.

After years of evading the label, Slim Shady is now leaning into the “White Rapper” moniker through a new promotional collaboration with White Castle, tied to his eagerly awaited upcoming album release.

The unexpected partnership was announced on Monday (July 8) on social media, highlighting the limited-edition EMINEM X WHITE CASTLE merch line.

Standout items from the collection include a “White Rapper” tee in white: sporting the phrase in classic White Castle font nestled within the chain’s iconic logo, with the catchy tagline “Established in 1972… Buy ’em by the ‘sack’” emblazoned just below.

Alongside the tasty promo, Eminem dropped a blood-soaked video for his latest single “Tobey” on Monday (July 8), featuring a chainsaw-wielding showdown at his Detroit childhood home, directed by Cole Bennett.

The album follows his 2020 chart-topper Music to Be Murdered By, marking his 10th consecutive No. 1 on the Billboard Hot 100. On the flip side, his latest single, “Houdini,” also hit No. 2 on the charts, marking his highest chart debut in a decade, Billboard reports.

The 51-year-old rap icon first teased the track back in May on Instagram, sharing a Facetime conversation with legendary magician David Blaine. “I was wondering, how far can we take this magic? Like, can we do a stunt or something?” he asked Blaine. 

During the conversation, the “Without Me” rapper dabbled in magic, playfully setting the stage for his grand finale: “Well, for my last trick, I’m going to make my career disappear,” he quipped, leaving a confused Blaine at the end of the call.

While details about The Death of Slim Shady (Coup De Grâce) are scarce, fans are eagerly anticipating some new heat.

In the meantime, grab your limited edition merch at http://shop.eminem.com.