Eminem puts Shady on Web

Hookt.com to host rapper's alter ego, animated series

Rapper Eminem, currently a hit in concert halls and courtrooms, plans to make his next high-profile appearance on the Web.

Hookt.com, a New York based hip-hop entertainment and e-commerce site, will host the official online home of Slim Shady, the alter ego of the Detroit rapper, whose sophomore project “The Marshall Mather LP” has been No. 1 on the Billboard album chart for the past three weeks, selling more than 1.75 million copies.

In addition to news, chats, trivia contests, games and interviews, the site (www.slimshadyworld.com) will host an animated series voiced by Eminem.

Already in production, the first of the 26 Webisodes are skedded to premiere in mid-July. Eminem is Hookt’s first major celeb deal to date.

“This is the first opportunity to have complete creative control on something outside my music,” said Eminem, who provides the characters and concepts for the series. “This will show a more humorous side of me in comparison to the serious stuff on the album.”

To promote the site, the Web address was included with “The Marshall Mathers LP.” As a result, Hookt has registered 80,000 unique users. In July, the company plans to advertise the first Webisode with radio spots and print advertising.

Gene Jimenez, Hookt’s director of creative development, is producing Eminem’s site out of the company’s Orange County office. He is the former creative director for JNCO Jeans and JNCO Entertainment in Los Angeles.

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