Eminem might have just given us the best album rollout of 2017

Some artists, like Beyoncé, just drop albums unexpectedly on us. Most artists though, have your typical rollout, with singles and press releases and well-timed television appearances.

Not Eminem.

Fans are speculating that the Detroit rapper has totally upended what it means to release a new album in this day and age with one of the most elaborate marketing schemes we've seen in a long time—and it all starts with one Instagram post and a not-so-inconspicuous billboard.

Here's the deal: Eminem's manager, Paul Rosenberg, posted a picture on Instagram celebrating Yelawolf's album. That's besides the point though; astute fans noticed the billboard on building in the distance had a backwards 'E,'—a sure mark of Eminem.

Sleuths on the Eminem sub-Reddit found that the billboard, which appears to be for a pharmaceutical drug REVIVAL, is actually owned by his label, Interscope Records. And as someone enthusiastically pointed out, there are too many clear Eminem references on the website askaboutrevival.com for it to be a coincidence.

If the backwards 'E' in 'REVIVAL' didn't catch your attention, then the giant "seize the moment" that references his 2002 track might. But if you still are skeptical and think this truly is a pharmaceutical site—keep scrolling through the site.

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You'll find references to many Eminem lines and songs—like "Brain Damage" and "sweaty palms." Fans called the number listed on the site and they were greeted with an audio message that referenced "one shot to beat AR," referencing Eminem's "Loose Yourself" and at one point says, "we give you some serious fucking credit for sticking through this ad."

But if this isn't all a scheme, then you might be asking yourself what in the world is Atrox Rithimus? The drug REVIVAL is meant to treat it, but guess what—it doesn't actually exist.

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On top of all that, Em's last two albums were titled "Relapse" and "Recovery." Whether or not this means "Revival" is next up, one thing is for certain—something is definitely brewing.