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XXL SPECIAL ISSUE SPOTLIGHTS SIRIUS SATELLITE RADIO'S SHADE 45 CHANNEL
XXL Magazine has produced a special edition entitled XXL Presents Shade 45. This one-shot magazine places emphasis on Eminem and his new radio channel, Shade 45 on SIRIUS Satellite Radio.
In this special issue, XXL explores how and why SIRIUS created Shade 45
in association with Eminem, Shady Records and Interscope Records.
Since its launch last fall, the channel has become known for its uncut,
uncensored, and up-to-the-minute approach to hip-hop music, and for its renowned DJs and guests.
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Posted 08/25/05 by Ryan in Urban News
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Only in this issue can Eminem fans read an exclusive interview in which
he states, "I took from all of them: Kool G Rap, Masta Ace, Big Daddy
Kane. Just took a little bit from each one and put 'em all together. And
by the time you're done, you got something that's never been heard
before. And that's what I think about this whole generation of next MCs
coming up."
And from 50 Cent: "People may look at what they see from G-Unit at
this point and feel like it's over-saturation. No. You know what it is?
You still view G-Unit as a group. They not looking at G-Unit as a record
company, as this is Def Jam."
The issue also features a free Eminem poster and a notorious Q&A with
Em, 50 and Dre together. Shade 45 DJ profiles include Whoo Kid, Gomez
Brothers, Lord Sear, Rude Jude, Felli Fel, DJ Muggs, Clinton Sparks and
Cipha Sounds. For fans who want to know about the man "behind" Eminem, there is an interview with his manager, business partner and friend Paul Rosenberg, who says about Shade 45, "Em and I were, of course, blown away by the opportunity to have a radio station. . . the most appealing aspect is that we could do whatever we wanted."
"Typically, custom publishing projects do not work, since the consumer
gets turned off to the overall advertising message," said XXL executive
Editor Jonathan Rheingold. "The hip-hop consumer is even more
critical. But in the case of XXL Presents Shade 45, since Shade 45 is a truly authentic and uncensored channel, the marriage with the XXL brand, the No. 1 hip-hop publication worldwide, made sense and we were able to create a magazine that the fans will want."
XXL, published monthly by Harris Publications, Inc., one of the
nation's largest special-interest publishers, is the undisputed #1 hip-hop
magazine worldwide. XXL has an ABC Audited Circulation of 315,000 and
outsells Rolling Stone, Vibe, The Source and Spin on the newsstand.
Find out all about it in XXL Presents Shade 45, on newsstands now
worldwide.
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