Long dormant Shady Records arises from its slumber to sign Yelawolf and Slaughterhouse
For those tethered to their Twitters like umbilical cords, it was impossible to avoid this week's trending topic from Shady Records, announcing the signing of blog darlings Yelawolf and the bludgeon-rap supergroup Slaughterhouse.
The union of Royce Da 5'9", Joell Ortiz, Joe Budden and Crooked I with Eminem’s long dormant label had been heavily rumored for months. But the news about Yelawolf sent the Internet echo chamber into a frenzy of self-congratulatory back slaps and high fives. (And these are very difficult gestures to do via the digital medium.)
But the sentiment seemed well-deserved concerning Yelawolf, who is one of the rare rappers capable of eliciting largely unanimous praise amid that famously fractious world. Those looking for a more substantial background on the Gadsden, Ala., rapper can turn to his Times interview from last year. But in brief, think a flock of seagull-haired and heavily tattoed redneck with a double-timed tornado flow, and an experimental streak reminiscent of early Def Jux (his collaboration with El-P is forthcoming).
Themes include: Mossberg rifles, Monte Carlos and the backwoods battles endemic to the rural south. Or as his Twitter bio describes him: rapper, skater, drinker.
Thus far, the critical accolades have yet to turn into commercial returns. Late last year, the rapper born Michael Wayne Atha dropped the stellar “Trunk Muzik 0-60,” which debuted to a modest 5,000 in first week sales -- a far cry from Eminem’s multiplatinum reign. Yet the label appears to be taking an atypical tack in today’s singles-driven rap world: nurturing him as a career artist.
“Yelawolf and Slaughterhouse, it’s kinda phase two of Shady. It’s the new generation of Shady Records and as we’re trying to rebuild our label, it’s exciting for Hip Hop and with all of these forces coming together and with what everybody’s capable of on the mic, it’s gonna be fun,” Eminem said in a prepared statement.