Apple Music scores another exclusive with Eminem's 'Phenomenal' music video

Coming in at over seven minutes, chock-full of martial arts derring-do, special effects and cameos from Dr. Dre, actor Randall Park and a chow mein-eating John Malkovich, Eminem's "Phenomenal" is more action-packed movie than music video. We even see Em beat down two henchmen with a prodigious fish.

Along with today's fresh catch, Apple product placements are scattered throughout the film. One of the first shots shows Em glancing at his Space Black Apple Watch, a device that pops up again later on the wrist of Dr. Dre. The iPhone 6 also gets some love in a humorous chase scene with Park.

It's not uncommon to see branded tech in music videos — Beats products are almost mandatory at this point — but with such prominent placement, and Apple Music exclusivity, it feels like Shady and Apple struck a sweet deal.

The video's release comes days after Eminem participated in an inaugural Beats 1 interview with DJ Zane Lowe, which itself represented the thawing of a cold war with Apple. Eminem and company filed suit against Apple in 2004 after his song "Lose Yourself" was used in an iPod ad without permission. A second lawsuit dealing with distribution rights was lodged in 2007 and later settled out of court.

Em's recent Apple collaborations are likely thanks to a long-standing relationship with mentor Dr. Dre, founder and CEO of Shady's label Aftermath Entertainment. Dre and legendary record producer Jimmy Iovine's company Beats was purchased by Apple for $3 billion in August 2014.

"Phenomenal" is the lead single off the Shady Records-produced soundtrack for Antoine Fuqua's upcoming film Southpaw. Em was initially tapped to play the film's lead Billy Hope, a boxer striking out on a hard-won comeback, but chose to focus on his music instead. Fuqua ultimately signed Jake Gyllenhaal for the role, with Eminem brought on to executive produce the accompanying album.