The song taps into early 2000s musical nostalgia, which has seen a resurgence in recent years. The accompanying video features 50 Cent, further playing on nostalgia for Eminem's early career.
Despite years of mixed reviews, Eminem's fanbase remains loyal. His previous album, "Music to Be Murdered By," sold 4 million copies globally, and "Kamikaze" was the top-selling hip-hop album in the US in 2018.
Eminem's current success comes despite not being a central figure in contemporary rap culture. His audience, described as "ageing Eminem stans," is distinct from mainstream hip-hop fans who are more interested in artists like Central Cee and Lil Baby.
Eminem's music continues to resonate with younger audiences through platforms like TikTok. His 2004 single "Mockingbird" recently surged to over 1.5 billion streams after becoming a viral hit. This cross-generational appeal has helped "Houdini" achieve its surprising success.
Eminem's appeal spans multiple generations, with parents who were fans in the early 2000s now influencing their children. Lee Thompson of Record of the Day highlighted that Eminem's influence extends to younger, streaming-savvy audiences.
Eminem's "Houdini" defies critics and industry norms. Despite harsh reviews and changing musical landscapes, Eminem's loyal fanbase and strategic use of nostalgia and viral trends have propelled "Houdini" to chart-topping success.