Eminem’s return to the UK charts with Walk On Water feat. Beyoncé has increased anticipation for his new album, Revival, widely expected to drop in Q4.
Walk On Water entered the UK chart at No.7 after the rapper performed at the MTV EMAs, where he was a surprise winner despite only resurfacing in recent weeks. The single opened on sales of 31,586, according to the Official Charts Company. Music Week’s Official Chart Analysis revealed it to be the rapper’s 50th hit (including five with D12) and his 31st Top 10 single.
“It’s great to have him back, that record is absolutely spectacular, the response to it has been phenomenal,” Tom March, Polydor co-president, told Music Week. “He’s the most exciting artist in the world and it was a much poorer place without him. We’re incredibly excited about what may come next.”
There’s no official word on the new record from the Eminem camp, though Marshall Mathers doesn't appear to be following Taylor Swift’s media strategy as he is actually doing interviews, including SiriusXM's Shade 45 and new podcast Broken Record from Walk On Water's producer Rick Rubin and Malcolm Gladwell. There’s also no indication his album will be a streaming holdout like Reputation.
The YouTube Vevo audio video for Walk On Water is heading for 30 million views, with the MTV EMAs performance on 1.5m.
“I thought that EMAs performance was phenomenal,” said March. “He is as good as it gets, he’s the real deal, and I can’t wait to see what comes next. We’re off to a phenomenal start all around the world – incredible.”
Eminem’s campaign was set up with a widely publicised freestyle, The Storm, targeted at Donald Trump during the BET Awards. He also made a guest appearance on Pink’s album Beautiful Trauma.
The rapper’s forthcoming album has a tough act to follow: 2013’s No.1 The Marshall Mathers LP2 has sold 670,489, according to the OCC.
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