Eminem Uses AI in Latest Music Video
Rapper Eminem revives Slim Shady through AI company, Metaphysic.
Eminem has always been a master of reinvention, and with his latest project, “The Death of Slim Shady (Coupe de Gråce)," he has taken it a step further by using artificial intelligence to breathe new life into his iconic alter ego, Slim Shady. Partnering with AI company Metaphysic, the Detroit rapper has given his controversial character a fitting farewell on his new album.
Slim Shady, first introduced to the world in the music video for “My Name Is” from "The Slim Shady LP," quickly became a defining figure in Eminem’s career. With his provocative lyrics and boundary-pushing content, Slim Shady captivated audiences and helped Eminem, born Marshall Bruce Mathers III, achieve massive success. However, as the music landscape evolved, so did the cultural context surrounding Slim Shady’s more controversial material.
At 51, Eminem decided it was time to retire Slim Shady.
In true Eminem fashion, he chose to bid farewell in a creative and impactful way. The album’s first single, “Houdini,” is a nostalgic throwback produced by Eminem and Luis Resto. The music video features a younger Slim Shady alongside a contemporary Eminem, made possible through the innovative use of AI technology.
The key to this remarkable feat was Metaphysic, a company founded in 2021 that specializes in producing and managing digital versions of individuals that can later be licensed for creative endeavors. Their flagship product, Metaphysic Pro, lets artists build a comprehensive database of their face, voice, and performance data that remains controlled by the artist. This database can then be used to generate AI-driven digital avatars for various creative projects.
Metaphysic’s tools are particularly relevant in a world where unauthorized use of celebrity likenesses is a growing concern. The company offers services to alert individuals if their digital likeness is being used without permission, providing a layer of protection in an era where AI technology is rapidly advancing.
Ed Ulbrich, Metaphysic’s chief content officer and EVP of production, is passionate about the potential of AI in creative industries. With a background in VFX, Ulbrich has worked on major Hollywood films like "Titanic," "The Curious Case of Benjamin Button," and "Black Panther." He believes that Metaphysic’s technology can usher in a new era of creativity, allowing artists to explore new possibilities while maintaining control over their digital selves.
The creation of the “Houdini” video exemplifies this vision. Eminem was able to appear 20 years younger thanks to Metaphysic’s AI tool, which utilized real-time photoreal face swaps through live performance data. The process involved gathering extensive visual and audio data of Eminem from different points in his career, training the AI model for accuracy, and then applying the technology during the video shoot.
To help Eminem fully embody Slim Shady once more, Metaphysic utilized its AI Mirror tool. This device allowed Eminem to see a live AI projection of his younger self, helping him ease into the filming.
As Eminem closes the chapter on Slim Shady with “The Death of Slim Shady (Coupe de Gråce),” he does so in a way that honors the character’s legacy while embracing the future of technology in music and entertainment. Through the innovative use of AI, Eminem has not only paid tribute to his past but also set a precedent for what’s possible in the digital age.