January 30th, 2013
05:08 PM ET
For his next project, Eminem is thinking about reality.
The hip-hop artist's Shady Films has teamed up with Ben Silverman's Electus to craft a reality series centered in Em's hometown of Detroit. Called "Detroit Rubber," it'll follow Rick Williams and Roland "Ro" Coit of the sneaker store Burn Rubber.
The two "sneakerheads" are intent on building a global lifestyle brand and opening a second store, and the Web reality series will track their challenges and successes as they try to succeed in a difficult economic market.
"The guys from Burn Rubber represent what Detroit Hustle is all about: passion, pride and hard work,” Eminem said in a statement. “We’re excited to show the world what they’ve created here in The D."
The series is hosted on the Loud YouTube channel, which was conceptualized by Electus founder and producer Silverman and launched last summer. "Detroit Rubber" premiered on Tuesday.
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