After collaborating on a multi-million dollar Super Bowl XLV commercial, Lipton and Detroit rapper Eminem have agreed to an extended partnership. The New York Times reports Lipton will help promote artists from Eminem’s Shady imprint, which is home to Slaughterhouse, Yelawolf and Ca$his.

“There will be events with the artists and, later in the year, live music events; the first artist event, with the hip-hop group Slaughterhouse, was held in New York on Tuesday,” wrote Stuart Elliott of the Times. “Consumers will also have a chance to sample the artists’ music in nontraditional ways.”

Elliott is referring to Slaughterhouse’s performance at the Highline Ballroom last week. The even, which was sponsored by Lipton, was in celebration of Slaughterhouse’s EP release. The part of the deal that calls for consumers to “sample the artists’ music in nontraditional ways” could likely involve the type of licensing that allows Shady to release projects in a more timely fashion. Artists such as Stat Quo and Bobby Creekwater were previously signed to Shady, but both ended up leaving the label before their albums were released.