Eminen amazed the audience at a London launch party for Gin & Juice – Dr Dre’s new canned drinks line with Snoop Dogg – by leaping on stage to perform alongside his friends and mentors.
Production company Common People Films was drafted in to capture the historic, high-energy performance and the resulting film, directed by Thomas (Tommy) Davis, was viewed nearly 815,000 times on YouTube within a day of posting. Tommy wanted to emulate the iconic, raw aesthetic of Eminem’s 2002 film 8 Mile, drawing inspiration by replicating the classic green and teal colour palette so familiar to his fans.
Ramy Dance, founder of Common People, said, “This truly was a once in a lifetime moment for me and CMN PPL. To witness three GOATS of HipHop play a show after 30 years was something I could only dream of. Experiencing Dre, Snoop and Eminem perform live, playing every one of their classic tracks was mind blowing and quite overwhelming in all honesty.”
The launch party, held at the London flagship of Los Angeles’ legendary Flippers Boogie Palace, was hosted by NBA legend Shaquille O’Neal. Eminem appeared towards the end of Dre and Snoop’s set, performing some of his classic tunes including Houdini and Forgot About Dre.
Tommy Davis said, “We were utterly speechless when the call came in, my jaw literally hit the floor. This had to be epic so I wanted the best DP’s & cam-ops we could pull together with eight hours notice. I wanted this to feel cinematic and not like your typical live capture so we chose Alexas, the best glass and had focus pullers on each camera. You only get “one shot” to get this right. Overall I’m really happy with the result and have loved the reactions online and from our peers.”
Ramy Dance, founder of Common People said, “The HUGEST of thanks to Ali and Emily from Polydor for bringing us on. We really value our collaborative relationship with them, having shot numerous projects together over the years: so we’re very grateful to them for entrusting us with this historic moment in time. Overall, this was a little reminder that moments like this are the reason we love what we do.”
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