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 party
The 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.