Eminem has spent the holidays doing what I presume all rappers do over the festive season, reviewing diss tracks with his manager.
This wasn’t just for fun though, although I’m sure it was a great laugh, this was part of Shade 45 radio’s aptly named feature, 12 Days of Diss-Mas.
While counting down his favourite rap feuds, along with long-time manager Paul Rosenberg and DJ Whoo Kid, Em couldn’t help but pay tribute to his number one choice, a song he believes was a game changer.
Specifically, Tupac’s Hit ‘Em Up, which Em claims changed the way rappers took snide shots at each other through the medium of albums forever.
That, I feel like, was the first time I ever heard anybody get that personal on a diss. Most of it was personal, below-the-belt jabs, but it was done so well and the record was just so crazy.
The Tupac-Biggie thing was tough because you liked them both. You were stuck in this weird thing where you were bumpin’ a Tupac diss record, then you were bumpin’ something from Biggie that might be dissing [Tupac] in it.
His list also included notable entries like Ice Cube’s No Vaseline and Dr. Dre’s Dre Day.
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More of a concept than a journalist, Tom Percival was forged in the bowels of Salford University from which he emerged grasping a Masters in journalism.
Since then his rise has been described by himself as ‘meteoric’ rising to the esteemed rank of Social Editor at UNILAD as well as working at the BBC, Manchester Evening News, and ITV.
He credits his success to three core techniques, name repetition, personality mirroring, and never breaking off a handshake.