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As Eminem gears up for his 12th studio album, The Death of Slim Shady (Coup De Grâce), set to release on July 12, he’s cooked up a burger bash with popular burger joint, White Castle.

After years of evading the label, Slim Shady is now leaning into the “White Rapper” moniker through a promotional collaboration with White Castle, tied to his eagerly awaited upcoming album release.

The unexpected collab was announced on Monday (July 8) on social media, highlighting the limited-edition EMINEM X WHITE CASTLE merch line.

Standout items include a “White Rapper” white tee: sporting the phrase in classic White Castle font nestled within the chain’s iconic logo, with the catchy tagline “Established in 1972… Buy ’em by the ‘sack’” emblazoned just below.

Alongside the tasty promo, Eminem dropped a blood-soaked video for his single “Tobey” on Monday (July 8), featuring a chainsaw-wielding showdown at his Detroit childhood home, directed by Cole Bennett.

The album follows his 2020 chart-topper Music to Be Murdered By, marking his 10th consecutive No. 1 on the Billboard Hot 100. His latest single, “Houdini,” also hit No. 2 on the charts, marking his highest chart debut this decade, Billboard reports.

The 51-year-old rap icon first teased the track back in May on Instagram, sharing a Facetime conversation with legendary magician David Blaine. “I was wondering, how far can we take this magic? Like, can we do a stunt or something?” he asked Blaine. 

During the conversation, the “Without Me” rapper delved into magic, jokingly announcing his final act: “Well, for my last trick, I’m going to make my career disappear,” he quipped, leaving a confused Blaine at the end of the call.