When it comes to Eminem‘s long-awaited ninth studio album, the Detroit legend’s fans aren’t here to play around.

Earlier Wednesday evening (Oct. 25), Paul Rosenberg, the rapper’s longtime manager, posted a photo on Instagram, with many speculating that the post holds a clue hinting at the title of Em’s new record.

In the post, Rosenberg captures himself holding up a new copy of Yelawolf’s new album, Trial by Fire. However, while the post seemingly has nothing to do with Em, many have taken notice that in the background, there’s an advertisement that features the word “Revival,” with a lingering backwards “E,” which has long been included in the rapper’s signature logo.

Naturally, fans took to Reddit to discuss this new observation, with some noting that if you go to the site for the medication the ad is supposedly promoting, a website loads that leads to even more speculation surrounding the album.

If you call the number found on the website (1-833-2GETREV), a piano can be heard playing “I Need a Doctor,” which is a reference to Em and Dr. Dre’s timeless classic of the same name.

Additionally, an automated message plays, with a voice stating, “Thank you for your interest in Revival, the No. 1 slightly invasive treatment for Atrox Rithimus. You only get one shot to beat AR,” which, as fans have pointed out, is a play on the lyrics to “Lose Yourself.”

Just when you think that’s it, the message continues, adding, “We give you some serious f—king credit for sticking through this ad.”

In true form to a health-related advertisement, a sped-up voice reads through side-effects, such as having “sweaty palms” (a second reference to “Lose Yourself”) and “brain damage” (a reference to Em’s song of the same name off his Slim Shady LP).

Not only that, but the ailment the medicine is supposed to cure, Atrox Rithimus, is completely fictitious, with its pharmaceutical name, “Canticum Remedium,” translating to “the song remedy.”

At the bottom of the site, it makes mention of “Popsomp Industries,” which was featured on Eminem’s viral 2009 website, “Celebrity Rehab,” which Em promoted in his first-ever tweet, sharing a photo of him standing outside of a place titled “Popsomp Hills.” Phonetically, the phrase is sounded out to say, “Pop some pills.” The move was used to promote his album, Relapse.

Talk about attention to detail (and an epic nod to JAY-Z’s 444 playbook).

Take a trip down the B-Rabbit hole, beginning with the post below.