Eminem's Shady Films will produce the new Web series "Detroit Rubber," about a sneaker boutique in Royal Oak. / Chris Pizzello/Associated Press
By B.J. Hammerstein
September 21, 2012 |
Detroit Free Press staff writer
Fans have been hoping for years that Eminem would follow up 2002's "8 Mile" with another starring role in a movie, but the Free Press has learned that the superstar Detroiter is taking a behind-the-scenes role on a different kind of project.
Em and his manager, Paul Rosenberg, through their Shady Films production company, have partnered with Ben Silverman's multimedia studio Electus to produce the new Web series "Detroit Rubber," Shady Films revealed Thursday. Cameras are about to roll on the original series, which will be shown on LOUD, the Electus pop-culture channel on YouTube.
The Web series will focus on Rick Williams and Roland (Ro) Coit, owners of sneaker boutique Burn Rubber at 202 W. Fourth in Royal Oak. The series will showcase the business challenges they face as they try to make Burn Rubber an international destination for sneaker devotees while launching the nearby two/eighteen clothing boutique for men in Royal Oak and planning a second Burn Rubber location.
Story lines will embrace Williams and Coits' Motor City hustle, the entertaining staff they manage, the customers who frequent their store, and the local hip-hop culture in which they're immersed.
The new series will be filming in and around metro Detroit this fall. A premiere date and other details will be announced as production on the project continues.
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