Eminem's Claymation Super Bowl commercial for Brisk Iced Tea marked the beginning of the brand's new partnership with Shady Records.

Brisk and Shady Records have announced an agreement that will see the beverage brand promoting new signees to Eminem's growing label roster. Throughout the year, Brisk will host several shows, including live-music events, to promote artists like Alabama rapper Yelawolf and rap supergroup Slaughterhouse, who have recently signed to the Detroit-based label. The first of these many events was a sold out show at New York City's Highline Ballroom on Feb. 9, which welcomed Slaughterhouse to the Shady Records family. In a statement, Em's manager Paul Rosenberg explained that the new partnership was a "great opportunity to do something creative and fun."

In mid-January, after months of rumors and hearsay, Eminem made the official announcement that Yelawolf and Slaughterhouse had joined the Shady Records family, saying, "It's the new generation of Shady Records and as we're trying to rebuild our label, it's exciting for hip-hop with all of these forces coming together and with what everybody's capable of on the mic, it's gonna be fun."

Eminem, Yelawolf and Slaughterhouse appear on the March cover of XXL Magazine to share details of the new regime.

Watch Eminem's Brick Iced Tea Commercial