A newly surfaced video of Eminem and his seemingly new flame has many fans scratching their heads. Does the rapper, in fact, have a new girlfriend? Or is the footage part of another elaborate marketing campaign?

The now-viral video, which began circulating Friday, begins with a “mystery woman” filming herself alone inside a hotel room. Seconds into the clip, she tells the camera, “He's coming, I think.” Eminem then walks into the room, unaware he is being recorded.

“Whoa. Already? Selfie?” he says before giving the woman a kiss.

Once he notices that the woman has not put the phone down, he begins to question what exactly she’s doing.

“I’m videotaping,” she replies. “[…] We have to document our lives, right?”

After Em realizes the woman had been recording the whole time, the footage abruptly ends.

Check it out below.

Not too long after the video was purportedly leaked, fans noticed that the so-called “mystery woman” was actually Hollywood actress Sarah Ashley Toups, aka Sarati. This fact led many people to believe that the two were just acting, and that the video was purposely released to promote Em’s upcoming music video for “River.”

The Ed Sheeran-assisted track appeared on Eminem’s 2017 album Revival. It tells the story of a relationship that was ruined by infidelity. Shady raps:

He's comin' home with his neck scratched, to catch flack
Sweat jackets and dress slacks, mismatched
On his breath's Jack, he's a sex addict
And she just wants to exact revenge and get back
It's a chess match, she's on his back like a jet-pack
She's kept track of all his internet chats

The whole vibe of the viral video fits well with the song’s theme. Not only is the footage taken in a seemingly inexpensive hotel room, Eminem also expressed mild concern about being spotted. Furthermore, Em and Sheeran reportedly began filming the track’s visual last month, which means it should be released in the near future.

As most of you know, Eminem is known for another viral marketing campaign. Nearly two months before Revival dropped, the rapper and his team rolled out an elaborate publicity stunt centered on a fictional prescription drug. So, it's very plausible that this “leaked” video is just another clever promotion. Stay tuned.