Eminem’s Music Publisher Sues Detroit Ford Dealership for Using “Lose Yourself” in Ads

Eminem’s music publisher, Eight Mile Style, LLC, and Martin Affiliated, LLC, have filed a lawsuit against a Detroit car dealership for using “Lose Yourself” without permission in their promotional materials. The legal action targets LaFontaine Ford St. Clair, Inc., accusing them of using the song in online ads to market special edition Detroit Lions F-150 trucks, disregarding Eight Mile Style’s exclusive rights.

The lawsuit, filed on January 27, 2025, demands that the dealership stop using the video and pay damages of at least $150,000. The ads aired between September and October 2024 on social media platforms like Instagram, TikTok, Facebook, and potentially others.

The video, central to the case, reportedly featured the song with the text, “You only get one shot to own a Special Edition Detroit Lions F-150.” Lawyer Howard Hertz stated in the lawsuit that LaFontaine’s actions infringed upon the plaintiffs’ exclusive rights to control how and when the song is used for commercial purposes.

Hertz also argued that the unauthorized use of the track could harm its future value, making it harder for Eight Mile Style to profit from licensing it for other commercial uses. The publisher is seeking intervention from U.S. District Judge Gershwin Drain to stop LaFontaine’s use of the song and to secure damages for the infringement.

The song, written by Marshall Mathers, Jeffrey Bass, and Louis Resto for Eminem’s 2002 film 8 Mile, won an Academy Award for Best Original Song and has been involved in past copyright disputes. In 2017, the National Party in New Zealand was found guilty of using the song without permission and paid $600,000 to Eight Mile Style.

Additionally, in September, Eminem and Eight Mile Style were involved in a potential copyright case with Spotify, but the court ruled that Spotify wasnot liable.