Last month Eminem starred on ESPN’s UFC 257 creative, and it has now been announced that Eminem will be releasing a new music video for their song “Higher” during the ESPN UFC 257 Countdown: Poirier vs. McGregor 2 at 2pm ET this Saturday , January 23rd on ABC. The video will also be re-broadcast shortly before the main event on Saturday on ESPN.
The song comes from Eminem’s latest album Music to be Murdered By – Side B, which was released on December 18, 2020 via Shady Records / Aftermath Entertainment / Interscope Records. The music video prominently features footage from ESPN’s UFC coverage and revolves around Eminem, who plays both a musician and an athlete – and allusions between the way a musician performs and prepares live and how an athlete trains and prepares for the competition. The video also features cameos by ESPN’s Dana White and Michael Eaves.
“We have always been interested in fostering the synergy between music and sports, and together with ESPN we have created many great moments,” said David Nieman, VP, Sports and Gaming, Interscope Geffen A&M. “Working together to enhance Eminem’s artistic vision for this highly anticipated UFC event in such a unique way is an absolute highlight.”
“It has always been great to work with Eminem on promotional and programming content on various ESPN websites over the years,” said Kevin Wilson, ESPN Music Director. “Being able to work with your team on this video, which not only shows our team’s great UFC coverage, but also debuts it exclusively on ABC, is invaluable.”
Eminem recently starred in a number of promotional and programming content for ESPN, including UFC 248, UFC 246, a custom remix spot, and the tease for this year’s College Football Playoff National Championship narrating the introduction and more.