Music video director and Lyrical Lemonade founder Cole Bennett hid a message from Eminem in his short film directorial debut, and hip hop fans rushed to a premature conclusion.
For a while now, Bennett has been talking about finally stepping outside the limitations of music videos and making a short film. Finally, he premiered his project “whyrush?” on June 18, free and open for all.
It is a 6 minute long, Squid Game stylised story that metaphorically demonstrated the futility of chasing rewards and turning you life into a race. The morals of the story is narrated by Rick Rubin in the outro for those who didn’t get from the beginning. It bears all Bennett signature moves: bright colours, awkward angles, interrupted gaze. And it also has a hidden message. Not that well hidden, but again, the goal was the make people solve a puzzle, not to keep it a mystery forever.
On the last seconds of the film, while a camera looks at a neon-yellow plastic curtain, which does not remind you of David Lynch’s heavy velvet, you can hear a phrase played in reverse.
Of course, this puzzle was solved in no time and members of the audience identified that it was an opening line from Eminem’s “Role Model”. Cole Bennett reacted to the comment with a correct answer by promising more and using shushing sace emoji:
“Watch what happens next”.
Then Bennett proceeded screenshotting this interaction and posting it on his Instagram stories with the caption: “See you all next week!”. He also retweeted a couple of Twitter discussion about this discovery. What were we supposed to wait for? This also didn’t stay a mystery for long. Cole Bennett’s next story announced that this week he is dropping the first single from the Lyrical Lemonade album. The message was sing with initials LLJW.
This new puzzle immediately lead his followers to believe that it means that Juice WRLD will be on that single. Add to this theories those that are coming from freshly excited Eminem fans and now we have it: Cole Bennet is about to release a video for Eminem x Juice WRLD collaboration. Or so many of hip hop heads believe now.
But why rush? It might be something completely different. Once Cole Bennett cleverly used Eminem fans and made them believe into Post Malone x Eminem collaboration, which ended up to be his new merch design.
So save you nerve endings, take a deep breath, and watch were it takes us. Why rush?
