Eminem's Shady Ltd. Collection Joins 46 City 'Rock the Mic' Tour

By | August 7, 2003 at 12:00 AM

Shady Ltd. will sponsor the Obie Trice “Rock the Mic” tour bus. Obie, a hip hop artist from Eminem’s Shady Records label, will be the tour’s opening act and share the bill with 50 Cent and Jay Z.

Over the course of July and August, the tour will visit 46 cities, throughout the U.S. and Canada. It is expected to be the biggest hip-hop show of the summer.

Obie, who will perform his own set in each city, is gearing up to release his debut album, “Cheers,” executive produced by Eminem and due out this September on Shady/Interscope. The Detroit native already has begun to start a buzz by appearing on the song “Drips” on Eminem’s eight-times platinum 2002 album, “The Eminem Show.” He got even more exposure by delivering the memorable opening couplet-“Obie Trice-real name, no gimmicks”-on the hugely popular lead single, “Without Me.”

From there, Obie contributed the song “Adrenaline Rush” and appeared with Eminem and 50 Cent on the track “Love Me” on the quadruple platinum soundtrack to Eminem’s box office smash, “8 Mile.” He also has a rapping cameo in the film.

Shady Ltd-Eminem’s clothing line-is licensed by Nesi Fashion Brands. In addition to having Shady Ltd. logos wrapping the tour bus, the company will outfit many of the performers on the tour and also distribute Shady Ltd. premiums.

Phil Molinari, president of Nesi Fashion Brands, says, “the tour is a phenomenal way for Shady Ltd. to brand with our consumer. It’s about as dynamic a platform as we could wish for, and it helps us support Shady Ltd. retailers by directing consumers to their stores.”