Eminem's gimmickiness in a way that didn't flop.

Bc he soo could have flopped with that voice. BAD.

I'm not even an Em fan, but somehow they struck the right balance with going light and uptempo with those singles but also showcasing his ability to spit

and they also seemed to bet (correctly) that his particular brand of gimmickiness would appeal to younger demographics, which they leaned into with the videos

It worked out well for them that's for sure lol