At the start of the video, Eminem is found scrolling through a string of alerts on his phone regarding his lackluster performance on Revival. Vexed by the negative reviews, Em walks out of a car, leaving Royce Da 5'9'' and Mr. Porter confused. In hopes of relaxing, Em tries to get some fresh air, but later ends up being chased by a mysterious black figure. Towards the tail-end of the video, a foot is found crushing a Revival CD case.
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Though Eminem is on course to nail his ninth No. 1 album on the Billboard 200, his recent climb to chart dominance comes with some controversy. On Kamikaze, Em spews venomous bars aimed at Machine Gun Kelly, Joe Budden, Tyler, The Creator and more. The LGBTQ community also called out Shady for his homophobic slurs, which were scattered throughout the album.
Bon Iver's Justin Vernon -- who is featured on "Fall" -- spoke out against his collaborator in regards to his profanity-laced track. "Was not in the studio for the Eminem track... came from a session with BJ Burton and Mike Will. Not a fan of the message, it’s tired. Asked them to change the track, wouldn’t do it. Thanks for listening to BRM," he tweeted.