The skits portray Rosenberg fictionally as a character concerned with the particular record, advising his client on steps to take and often ordering him to either "tone down" the lyrics or scrap the album completely.

[8] Through the help of group members Bizarre and Proof, Rosenberg agreed to sign Obie Trice to the label after he appeared on a Devil's Night freestyle skit named after him.

After D12 and Obie Trice, Rosenberg acquired a mixtape from Violator Management co-founder Chris Lighty and Eminem's attorney, Theo Sedlmayr, which apparently would end up being Guess Who's Back?

[10] In 2010, after losing rapper Stat Quo from its roster, Rosenberg signed Yelawolf and rap group Slaughterhouse (consisting of Royce da 5'9", KXNG Crooked, Joe Budden and Joell Ortiz) to the Shady imprint;[11] the signing of Slaughterhouse also reunited member Royce da 5'9" with Eminem after a ten-year dispute between the two which involved D12 and furthermore recruited their rap duo, Bad Meets Evil.

[12][13] Rosenberg was also instrumental in co-executively producing the Shady compilations, Eminem Presents: The Re-Up (2006), the fifteenth anniversary compilation Shady XV (2014), and the label's two soundtracks to the 2002 film, 8 Mile, which included Eminem's Oscar-winning theme song, "Lose Yourself", and the 2015 boxing drama, Southpaw, which starred Jake Gyllenhaal; both films, along with 2005's Get Rich or Die Tryin' and 2017's Bodied, were all produced by Rosenberg.

Besides Eminem, he also managed other breakout or underground acts that include DJ AM, the Knux, Action Bronson,[25] Blink-182, Xzibit, Spark Master Tape,[26] The Alchemist and as of 2013, Danny Brown.

[27] In 2020, after departing from Def Jam,[28] Rosenberg reunited with Universal Music and created a joint venture limited partnership called Goliath Records.

[32] From August 1 to September 14, in promotion for Eminem's second greatest hits album, Curtain Call 2, Paul Pod aired a seven-episode edition.

Other executive productions from Rosenberg include the television series, Gone Too Far, which premiered on MTV October 8, 2009, less than two months after the death of his client and the show's host, DJ AM.

[51][52] Also in 2016, he and his former client, Action Bronson, in partnership with Vice Media created the TV series, Fuck, That's Delicious, for which Rosenberg acts as the executive producer.

[56][57] His first production in virtual reality was in early 2019 with the premiere of the Sundance exclusive, Marshall from Detroit, another Eminem documentary film; hosted by Sway Calloway.

[60][61][62] He then became the executive producer and creative director of the Metaverse special performance of Eminem and Snoop Dogg's single, "From the D 2 the LBC", as shown at the 2022 MTV Video Music Awards.

[65] In 2002, contrary to Jay-Z and Damon Dash's Rocawear, Rosenberg and Eminem co-formed their fashion line after being inspired, called Shady Limited.

[citation needed] In 2004, Rosenberg appeared at Eminem's Shady National Convention along with Dr. Dre, 50 Cent and future U.S. president Donald Trump, which premiered that September on MTV.