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Keep It Moving: Eminem On to the Next Chart-Topper…

Monday, July 12, 2010
by  presnikoff

Who says the major label machine is dead?  When it comes to the top-grossing, blockbuster artists, over-the-top marketing is quite alright, thank you very much.  And over at Interscope, the action on Eminem is fierce: just moments after crossing one million units on Recovery, a second track is already over-performing. 

The lead single "Not Afraid" is still making waves, but another song is proving just as potent.  "Love the Way You Lie feat. Rihanna" has been grabbing number 1 and 2 spots on iTunes since late June, and according to BigChampagne, the song is climbing aggressively across a number of different platforms. "The song has really found its own groove," Interscope Geffen A&M chief marketing officer Chris Stephenson told Digital Music News.

That includes traditional radio.  According to Mediabase spin tracking, "Love" is currently at 14 across the US, part of a steady increase since mid-June.  Weekly spins are ramping past 8,000, a gain of more than 2,500 since July 4th.

This is another serious one, mixing classic Eminem vitriol with a sweeter topping of Rihanna.  Blend an emotional melody and chord progression into the mix, and another contender is born.   Elsewhere, other over-performers include Napster subscription downloads, where the song is also number 1.  And, across file-swapping networks, "Love the Way You Lie" is just breaking into the top 10, also according to BigChampagne's BC Dash.

And the video?  Not here yet, according to Stephenson, though of course, unofficial versions are already floating around YouTube.  And to no surprise, UMG is blocking at least one of them.

 



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