The Future. Usher’s upcoming 13-minute-long Super Bowl Halftime Show will be the biggest marketing moment of the event — marketing for Usher himself, that is. The renowned R&B singer is set to launch his long-awaited studio album at the game, so don’t be surprised if it becomes the best-selling record of the year.
National listening partyThe Super Bowl is turning out to be the most high-profile album release party of the year.
Like previous artists, Usher is doing the Halftime Show for free and will probably spend millions of his own money (The Weeknd and Dr. Dre each spent $7 million for their shows on top of the NFL’s $10 million budget in 2021 and 2022, respectively).
That’s because he’ll earn way more in marketing value, which will make his digital song sales and collaborations with brands like Remy Martin pop. Rihanna saw song sales spike 390% and earned $44 million in earned media for her Fenty Beauty brand.
All of that bodes well for Coming Home, Usher’s first studio album since 2016, to make a lot of noise when it debuts that day.
The show itself will take a page out of his best-selling Vegas residency, giving audiences an Eras-style sonic trip through his 30-year career as an artist. Pretty fitting with Swift herself in the audience to cheer on her boyfriend, Kansas City Chiefs tight-end Travis Kelce.
Kelce just better hope that Usher doesn’t choose Swift for one of his famous, intimate serenades.
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