Eminem and Paul Rosenberg started their label Shady Records in 1999, and some of their artists had major success.

50 Cent is definitely the most successful Shady artist, but D12 also made an impact, as did the Griselda camp, Yelawolf, and Slaughterhouse. The latest artist to sign to Shady is Atlanta rapper GRIP, whose album I Died For This!? drops on Friday, August 27.

Em recently talked about GRIP during an interview and explained what he looks for in an artist.

“Obviously we want anyone who signs with Shady to succeed, but first and foremost we’ve always focused on the raw talent and ability of the artist as an MC," he told Complex. "We’ve always been pretty clear on that being the main thing we look for: high-level fundamental skills and mechanics are definitely the priority.”