POWER MOVE: Working with longtime partner Eminem on his eighth studio album and with 50 Cent on his much-delayed Street King Immortal.
THE RUNDOWN: Paul Rosenberg relied on Shady partner Marshall Mathers, better-known as Eminem, to keep the label on track last year, and together the pair released rap supergroup Slaughterhouse’s Welcome To: Our House, which bowed at No. 2 on the Billboard 200.
For Rosenberg, industry power isn’t defined by a label’s daily accomplishments but, rather, a long-term goal achieved over time. Last year, the 41-year-old executive, who has managed Eminem throughout his career, facilitated new Slaughterhouse deals with Casio and G-Shock, while Shady Films launched a weekly reality series, “Detroit Rubber,” on YouTube’s Loud Channel, with Eminem as co-producer.
“I don’t necessarily strive to have power be something that defines me,” says Rosenberg, who credits Shady’s success to Eminem’s sobriety, which made him “a lot more present.” Rosenberg adds: “If you’re able to really adapt with the changing times and stay on the cusp of everything cutting edge in terms of how you market yourself — and, more particularly, your clients and brands in this age — then that, in combination with making relevant art, makes you really powerful.”
This year, Rosenberg plans to keep the ball rolling with a handful of new Shady projects. Eminem is “far into the process” of recording his eighth studio album, set for release after Memorial Day, and plans to perform in Europe and North America. 50 Cent will release his often-delayed Street King Immortal during the first half, while Yelawolf has just begun recording his sophomore album. In addition to the album releases, ShadyRecords.com will relaunch with a new merchandise section.
“I’m very focused on figuring out how to keep [fans] engaged and entertained,” Rosenberg says. “It’s going to be all about the artists on the label: what they’re doing, what they’ve done, and keeping people engaged with them and our brand.”