This is the first time Eminem has licensed a song for a campaign ad.
After bashing Donald Trump in freestyles and songs over the past few years, Eminem has licensed his music for a campaign ad. Released on Monday, the Joe Biden campaign released a 45-second advertisement with black-and-white footage from Biden’s recent visits to the Michigan State Fairgrounds. The ad features Eminem’s 2002 8 Mile soundtrack hit “Lose Yourself.” Stream the campaign ad below.
Eminem has never shied away from politics in his music, infamously bashing George W. Bush in his 2004 song “Mosh.” However, he has been notoriously gun-shy about licensing his music in advertisements. In 2011, Detroit area-based automobile manufacturer Chrysler used “Lose Yourself” in their Super Bowl commercial.
In 2017 Eight Mile Style, the company in charge of Eminem’s music publishing, sued a New Zealand political party for a knockoff version of the song for a campaign.
In recent weeks, rappers like Lil Wayne, Kanye West, and 50 Cent have endorsed Donald Trump, citing Biden’s proposed tax plan for citizens making over $400,000 per year. Biden has countered, tapping 2 Chainz for an appearance during a rally in Atlanta on Monday.
More recently, Biden used the Beastie Boys‘ “Sabotage” in an advertisement. However, the ad was eventually pulled when an Ann Arbor, Michigan bar owner received threats from Donald Trump supporters after critiquing the president’s response to the COVID-19 pandemic. A spokesperson for Biden’s campaign said Joe Malcoun, owner of the Blind Pig bar and concert venue, and his family were “doxxed, harassed, and threatened after the Trump campaign sought to smear” him.