Eminem EPK

Forms and conventions

The language and the style suggests to a audience who enjoy hip-hop. The inclusion of the rappers and Dr. Dre as a producer makes him more authentic as a rapper. Although he says he doesn't care what people think about him, his style and attitude works for hip-hop fans. The other audience is journalists and marketing people which is why he explains the different between Eminem and Slim Shady.


Institutions

The record label and marketing companies want people to see the real Eminem other than Slim Shady. Dr. Dre is Eminems producer so by making this EPK to promote Eminem and his new song. We are only given a amount of information in this EPK which is a taster for the audiences, by doing this the audiences are curious about this hot new rapper and want to know more so the institution is selling Eminem.


Representation

Eminems EPK is used to promote his song "I Just Don't Give A F***". He wants to represent the two sides of Slim Shady and Eminem and talk about the differences between them. Other than the video clips, the only shots of Eminem are in the studio working so the EPK is representing a fresh hard working rapper with a hard attitude. The really surprising thing about Eminem is that he is a white rapper and by having black rappers talking about him gives him a good image. 

This EPK features interviews with the artist and also other artists talking about him plus clips of his new song there is interview footage from famous hip-hop rappers: Dr Dre, Mos Def, LL Cool J and Missy Elliot. They're all talking about this brand new artist who is different "a hot white mc coming out" which attracts viewers. Eminem parodies celebrities in his music videos and raps, so when they show clips of his music video throughout the EPK it emphasizes that this is Slim Shady and he doesn't care what people think about him. In the interview of Eminem he's sat in a studio because the record label want to show audiences that he's hard working. Eminem's visual style does not follow a standard hip-hop approach with rappers and dancers, instead his videos are fun and use a lot of television, film and cartoon type imaging.

Audience