Shady Ltd. Joins Obie Debut Album Promotion on Urban and Top 40 U.S. Radio Stations

Business Wire, Sept 30, 2003

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NEW YORK--(BUSINESS WIRE)--Sept. 30, 2003

Eminem's Shady Ltd. collection will participate in radio promotions for Obie Trice's debut album release, Cheers.

The promotion starts this week. It includes Shady Ltd. product giveaways through call-in contests on some eighty urban and top 40 stations in twenty-five top U.S. markets.

Cheers is Obie's debut album. It is executive produced by Eminem for Shady/Interscope.

A native of Detroit, Obie already had begun to start a buzz by appearing on the song "Drips" on Eminem's eight-times platinum 2002 album, "The Eminem Show". He got even more exposure by delivering the memorable opening couplet--"Obie Trice-real name, no gimmicks"--on the hugely popular lead single, "Without Me."

From there, Obie contributed the song "Adrenaline Rush" and appeared with Eminem and 50 Cent on the track "Love Me" on the quadruple platinum soundtrack to Eminem's box office smash, "8 Mile". He also has a rapping cameo in the film.

Shady Ltd. is licensed by the Nesi Apparel Group. The company also designs, manufactures, sells, and distributes Jay Z and Damon Dash's Rocawear Junior's line.

Shady Ltd.'s promotion tie-ins with popular music artists like Obie is extremely valuable, says Phil Molinari, President of Nesi Apparel Group.

According to Molinari, the radio promotions are worth several million dollars in publicity value, but they are actually priceless in the sense that they are delivered as content by the stations' djs in an 'authentic' manner.

"To put the media value of our promotion effort in perspective," Molinari adds, "if we were to buy time in these 25 markets, the cost would be two million dollars a month. And while we have and will be buying media time in these markets, the promotional messages are worth several times the paid advertising spots."

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