In this excerpt from this week’s cover story on Eminem and his just-released “Marshall Mathers LP 2,” Reggie Ugwu takes a look at the positioning and strategizing behind the launch of Eminem’s first record in six years blockbuster new album, including a far-reaching agreement with Activision for its “Call of Duty” series, as well as “Saturday Night Football” and much more.

Eminem’s new album “The Marshall Mathers LP 2″ (released Tuesday, Nov. 5 on Aftermath/Interscope) is on track to sell an estimated 700-750K units. Billboard.com looked at the innovative branding partnerships that helped the record reach what may likely have the year’s second-biggest opening week.

Eminem’s manager Paul Rosenberg and Interscope faced the task of marketing the rap superstar’s sequel to the 14th-best-selling album in the history of SoundScan, “The Marshall Mathers LP,” in a radically changed industry environment. To approximate the omnipresence that Eminem enjoyed in the era of “Total Request Live” and Tower Records, his team crafted an aggressive and forward-looking campaign that relied heavily on strategic partnerships.

Visit Billboard.com to read the full article.

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