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On Wednesday, Eminem’s manager Paul Rosenberg posted a photo of a CD by rapper Yelawolf, whose album Trial by Fire is out this Friday, October 27. More notable, however, was a suspicious advertisement for a drug called “Revival” featuring the same backwards E from Eminem’s logo.

Look what arrived at the Shady offices today! @Yelawolf TRIAL BY FIRE comes out this Friday 10/27! #cdbaby

A post shared by Paul Rosenberg (@rosenberg) on

Fans immediately began to speculate something was up. After some sleuthing from Reddit users, it was discovered the “Revival” campaign was placed by Eminem’s label Interscope Records. The fake drug has a website with an 800-number and a video, which make subtle references to Eminem’s work.

The video claims the drug treats “Atrox Rithimus,” a fictional disease that translates to “bitter rhythm” from Latin. Although the clip seems like a typical drug advertisement, it references the rapper’s hit song “Lose Yourself,” and the melody playing in the background is from Dr. Dre’s “I Need a Doctor” featuring Eminem and Skylar Grey. Below, you can hear the recorded message that plays when the 800 number is called.

Earlier this month, we heard from Shady Records’ Mr. Porter that Eminem’s new album is finished. Fans noted that the print ad taken out by Interscope expires November 17, so they speculate the album will be released that day.

Recently, Eminem took down Trump in a freestyle at the 2017 BET Hip-Hop Awards. Revisit it below.

In other music news, Earl Sweatshirt has teased a new clothing line called DEATHWORLD. Get the full scoop right here.

For more on Eminem’s now-confirmed album ‘Revival,’ check out everything we know so far right here.

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