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It’s been a while since we received a new single from Eminem that focuses on the Detroit rapper’s talent for storytelling. With his previous singles for 2017’s Revival, Em has followed a more introspective route, using his own life as the inspiration for his music. But with his new single “Framed,” Marshall Mathers is once again spinning a web that could act as the synopsis for the latest horror film.
In the new video directed by James Larese (who’s worked with Fifth Harmony, Action Bronson, and Bishop Briggs), Eminem plays a fictional version of himself. The video opens with a report that Eminem has escaped from a psychiatric hospital and is barricaded inside a house, where he has murdered everyone on the premise. By the time the graphic video closes, it’s up to the viewer to decide whether Eminem’s recent bloody binge was real or a figment of his imagination.
The track includes a number of pop culture lines that could land Eminem in hot water, including referencing the first daughter Ivanka Trump in the trunk of his car, as well as name checking Making A Murderer’s Steven Avery. Em even gives a shout out to the 6ix, holding up a Blue Jays cap in one scene while rapping, “In a Toronto Blue Jays cap, lookin’ like your college roommate.” It’s true, that is how our college roommate usually dressed.
The new video features a number of Easter Egg throwbacks to Em’s previous work, including the newscaster angle from “Forgot About Dre” and the anchor using the name Stan, one of Eminem’s most famous songs.
“Framed” follows Eminem’s previous Revival singles, including “Walk On Water” with Beyoncé and “The River” with Ed Sheeran. Em is currently gearing up for a huge summer of festival appearances that will have the Grammy winner headlining at Bonnaroo, Governors Ball, and Coachella, which will also include his “Walk On Water” collaborator Beyoncé as a headliner. Could fans get to see the pair share a stage for a performance of the song? We’d bet a pair of Hunter boots and one flower crown on it.