Eminem established his channel, Shade 45, that plays uncut hip-hop.[1] Eminem also established a new morning show, Sway in the Morning with Sway Calloway, a lively morning show that airs at 8:00 a.m., Monday–Friday.[2][3]
Eminem promoted the station in a 2004 mock national convention (the "Shady National Convention") at the Roseland Ballroom in New York City,[4] in which Donald Trump endorsed him.[5] On his album Revival (2017), Eminem expressed his regret at having collaborated with Trump, rapping, "wish I would have spit on it before I went to shake his hand at the event" on the song "Like Home".[6]