Eminem obviously knows his fan base. As Billboard reports, the Detroit rapper is investing in the lyric annotation site Genius and has announced a new partnership with the company. Em joins the likes of Nas and Pharrell as investors in the site, and Genius will now power the lyrics section of Eminem.com.
"Coming up we would always obsess over the lyrics from our favorite MCs," Eminem said in a statement. "Picking everything apart, trying to get into their heads. I still do that today and Genius helps to make it a worldwide conversation. Pretty amazing to me." The Slim Shady rapper's famed manager Paul Rosenberg added on, "Genius provides an avenue for fans to dig deeper into their favorite songs, but more importantly, it gives artists a way to communicate their artistic intent directly to those fans. For an artist like Eminem, the intricacies and nuances in his lyrics are very layered and his art is a perfect fit for this type of tool. We're excited about what this partnership brings for both sides."
Genius has reportedly pulled in almost $60 million in investment money since 2011 following its launch in 2009 as Rap Genius.