Eminem - Grammy Commercial

Eminem is leading the Recording Academy’s Music Is Life Is Music social-networking and promotional campaign. MTV shows a first 30-second commercial which is said to be only peek into the campaign’s full range, which boasts not just television spots, but also social networking. As creative director of the Recording Academy Bob Rayburn points out, the short clip lets the rapper relive his struggle.

“The camera kind of literally walks through his life. It was important to capture his struggle.”

Thus, Eminem’s lost friends Proof and Ronnie appear in a digitally produced cemetery which is followed by images of Em’s divorce float onscreen. As the spot concludes, the music rises into the chorus of Eminem’s first Recovery single, “Not Afraid.” The 53rd Annual Grammy Awards air February 13 at 8 p.m. ET on CBS.