The visual begins with Royce Da 5’9 and Em cruising around the city late at night and Em getting bombarded on his iPhone with negative reactions to his last project, Revival. As a couple sits staring at their iPad and reading yet another negative Revival review, they suddenly drop it and a creepy black hand emerges from the screen.
The black figure starts following Slim Shady and before too long, Em breaks into a sprint as the figure continues chasing him.
“Fall” has received both positive and negative feedback. Em calls out a slew of rappers, including Joe Budden, Earl Sweatshirt and Brand Nubian’s Lord Jamar.
But it’s his use of a homophobic slur aimed at Tyler The Creator that had the song’s collaborator, Bon Iver’s Justin Vernon, regretting his decision to be a part of the album.
Watch the “Fall” video above.