VIDEO: Eminem Produces New Web Series 'Detroit Rubber'

Eminem, 40, is getting into reality programming by co-producing the recently launched web series Detroit Rubber, which premiered Tuesday on YouTube’s Loud Channel.

The show centers on Burn Rubber, a Detroit sneaker and shoe store purchased by Rick Williams and Roland "Ro" Coit. The series captures their struggles of maintaining a business in a Michigan economy that lost 860,000 jobs in the decade before the financial crisis.

Williams and Colt bought Burn Rubber in 2007, and have since made it into a global shopping destination for those seeking rare and unique kicks. Their list of celebrity clients include Big Sean, Mr. Porter, Royce Da 5'9 and Detroit Tigers baseman Prince Fielder, who comes into the shop looking for rare finds like the Jordan 4s.

Eminem is co-producing Detroit Rubber with Paul Rosenberg for Shady Film, and Ben Silverman and Drew Buckley for Electus. "The guys from Burn Rubber represent what Detroit Hustle is all about: passion, pride and hard work," said the rapper in a statement to USA Today. "We're excited to show the world what they've created here in The D."

Check out the first episode below: