The Niche Cache

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Eminem, Marshall, Slim Shady

We live in an interesting age. An age where artists no longer earn the same amount of money (understatement) from record sales as they once did. Ever wondered why there's so many tours going on? Well because big tours make big bucks, which fill the pockets of not only your favourite artist, but their record label and the promoters.

Eminem is an artist who, along with the likes of Jay-Z, Beyonce, Rihanna, Lady Gaga etc earn a substantial part of their living from touring. It's safe to say that these artists, plus a whole bunch more obviously, pay their rent from record sales ... they live their pleasurable lives thanks to large, block buster tours that sell out, sometimes multiple nights in a row. 

Eminem is at the forefront of this, having graced kiwis with a show last year and he seems to be always on the road, usually with Rihanna. That is in no way shape or form a coincidence. The small minded folk who set up these tours (they can't figure out innovative ways to keep their revenue streams looking good) like to partner big names with different but similar audiences. Why do you think that Jay-Z and Beyonce tour together? It's the way of the world ... nah scratch that, it's the way of their world.

In my world, Eminem confuses me. He's gonna release another album, a two disc-er. One disc will be a greatest hits, the other will be new material. Geez talk about living in the past. But you see that's how these guys make their livings, by living in the past. Obviously this happens the majority of the time, in all musical genres, but usually that happens when artists have given up producing new music and just tour to earn a living. To try cover all the bases is a bit weird.

Nothing since 2002's The Eminem Show excites me. Everything before that kind of ensured that he'll go down as one of the greatest. His first ever release, 1996's Infinite in my opinion is one of the best performances by a lyricist ever ... you can witness the mastery here...

The majority of his work post The Eminem Show has been a weird mix of mentalness, wordplay and rhyme schemes that are a few levels beyond what they human mind can comprehend, mediocre subject matter, a lack of identity, I could go on and on. When you factor in a few drug habits and the death of the late great Proof who was his close homie, you have a pretty rough time period for Eminem and his musical output reflected that.

I'm at the point where I don't want anything else from Eminem. I don't know how you feel, but I don't want another album, single or live show - nothing. I'm not in the slightest bit excited about any new Eminem, he can't elevate himself to any new levels or do anything positive musically at this stage. 

The options of positive steps are endless - more production, more family time, mentoring young artists via a reinvention of Shady Records, single handily re-building Detroit - Eminem can basically do anything he wants right now. All he's gotta do is look at Dr Dre who has taken on new projects, new steps and walked upon fresh footpaths by teasing us with Detox, expanding in to headphones and subsequently a partnership with Apple. Instead, Eminem insists on putting out more music, trying to stay relevant in a landscape that's seeing a few artists of similar skill as Em emerge. Whether you like it or not, there are rappers as good as Eminem currently doing their thing.

Clearly, I like Eminem and his impact on my life has been immense. I know he's got nothing to prove and can kick back and pick his moments, pick where he chips in and when he falls back, pick how and when he comes to the forefront of the musical world. 

It just feels like he's trying really hard to stay relevant. A guest verse here and there, some funny insights in to his life via Instagram and Twitter or some slick business decisions are enough to stay relevant in my mind while I focus my energies on the artists who are musically relevant. 

Because damn, Eminem is pretty low down and shifted on my list of artists who I ensure that I check out any new music from.