Eminem buys into Electus hip-hop channel

Rap megastar Eminem has bought into an YouTube original hip-hop lifestyle channel operated by Ben Silverman’s studio Electus.

Eminem (real name Marshall Mathers) and his business partner Paul Rosenberg have come on board as equity partners of WatchLOUD.com, which will now get a first-look at all original digital and television programming coming out of the Shady Films stable.

Eminem’s production company first teamed up with WatchLOUD for Detroit Rubber, a reality show about a trainer brand from the Midwest that went live in January. The series has been viewed more than three million times since launch and is in post-production on a second season.

“Shady Films shares WatchLOUD.com’s goal of employing creative vision and a fresh, unique point of view to create premium content with a focus on the music and lifestyle of today’s multicultural young adults, making them a perfect partner,” said former Silverman, Electus’ founder and chairman.

“Plus, Eminem and Paul Rosenberg have been leading entrepreneurs on the forefront of the hip-hop community since the early 90s and I’m excited to see what we will continue to create together.”

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