Backbeat: Eminem's Shady Records Open a Bodega In NYC Over the Weekend
Backbeat: Eminem's Shady Records Open a Bodega In NYC Over the Weekend

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Corner Shop: The Shady Records and Brisk bodega pop-up store opened-up in Manhattan's West Village last Saturday night.

Brisk's promotional partnership with Shady Records hit the ground running when the company's claymation Super Bowl spot starring Eminem aired earlier this year, and they brought it back down to street level with a one-off bodega-style event in Manhattan's West Village on Saturday (Sept. 17). Transforming an empty warehouse into the type of local corner store ubiquitous throughout the city, fans were treated to the feel and vibe of a bodega while checking out Shady Records memorabilia spanning the label's history from Eminem and 50 Cent through the recently-signed Yelawolf and Slaughterhouse.

"The bodega is where everybody goes not only for nourishment and food, but to find out about everything -- from what's going on the block to the hottest news and gossip," said Richard Cruz, Lifestyle Marketing Specialist for PepsiCo. "So we wanted to celebrate the nature of that."

On display were iconic images and landmark moments from Shady's canon, such as the superhero outfit from Eminem's "The Real Slim Shady" video, his "Artist of the Decade" award for selling 32 million albums in the oughts, and 50 Cent's plaque dedicated to the more than ten million sales of his debut "Get Rich or Die Trying." Later in the event, both Yelawolf and the members of Slaughterhouse worked their way through the crowds to check out the timeline and sign autographs for fans before performing at an exclusive show in the same space later that evening.

"When I walked in here and looked at that wall [of memorabilia] I got chills," said Joell Ortiz of Slaughterhouse. "We're getting the chance to be part of the legacy of Shady Records, but at the same time we're representing the new."

A steady flow of people milled in and out throughout the day checking out the wall artwork from NYC-based artist Artek and soaking in the beats provided by DJ Mode, while the shelving was kept stocked with Brisk bottles and other PepsiCo brands such as Lay's Potato Chips and Cheetos.

"Right now Brisk is getting into the culture of hip-hop and I have to tip my hat to them, because for them to do a deal with Shady Records, it says a lot about the people making the decisions upstairs," said Crooked I from Slaughterhouse. "They were right on point. We could have just put on a bunch of Brisk t-shirts and did a show, but this is them really getting involved with the entire community surrounding Shady."

Brisk and Shady Records signed a one year cross-promotional deal this year that included the Eminem Super Bowl ad and an artistic redesign of Yelawolf's tour bus for this year's Warped Tour, as well as the Brisk Bodega.

Shady Records
From left to right: Shady Records artist Yelawolf, Joe Budden of Slaughterhouse, Joell Ortiz of Slaughterhouse, Royce da 5'9" of Slaughterhouse, Richard Cruz of PepsiCo, Crooked I of Slaughterhouse, Jamal Henderson of PepsiCo. (Photo by Emily Berl)

Portishead
Inspired by Freddie: The Bodega included Marshall Mathers' past costumes including the overalls, hockey mask and chainsaw he donned when performing "The Real Slim Shady."

Portishead
In Da Bodega: 50 Cent's official plaque for 10 million in sales for his album "Get Rich or Die Tryin'"

Portishead
The Crank Yankers puppet of Shady Records co-founder Paul Rosenberg, which was seen in the 'Ass Like That' video.

Shady Records
Shady Records artist Yelawolf performing at Brisk Bodega. (Photo by Emily Berl)

Shady Records
Shady Records artists Royce da 5'9"Slaughterhouse performing at Brisk Bodega. (Photo by Emily Berl)

Shady Records
Historic Eminem memorabilia featured on display at Brisk Bodega. (Photo by Emily Berl)

Shady Records
Shady Records exhibit at Brisk Bodega. (Photo by Emily Berl)

Shady Records
Shady Records artists Yelawolf and Royce da 5'9" with Slaughterhouse. (Photo by Emily Berl)