With music sales dwindling, artists are being forced to cultivate cutting edge ways to push their product.
And while some, such as U2, Taylor Swift and Beyonce, have managed to innovate and elevate effectively, others…not so much.
Case in point Usher.
The star, who is currently on tour after scrapping the release of his new album ‘UR’, has teamed up with cereal giant Honey Nut Cheerios to release a new song.
Details on the odd deal below…
According to Billboard, starting today a new song by the crooner will be the prize at the bottom of select cereal boxes. The track which is titled ‘Clueless’ will be available for download with specially-marked Honey Nut Cheerios packages purchased at Walmart stores across the US.
The campaign follows a commercial released this Summer, that featured the singer’s song ‘She Came To Give It To You’. That clip shows Usher practicing choreography when the cereal’s mascot, Buzz The Bee, joins him to discuss the healthy benefits of Honey Nut Cheerios via dance moves.
Sigh.
While Usher has universal appeal and a fan-base that touches many age-brackets, this just feels like a bizarre brand-alignment – one that is rooted more in dollars than sense.
At this junction of his career (especially in lieu of recent album pushback), it’s imperative that his brand positioning is clear, consistent and, in the name of commercial success, “cool”. How teaming with a cereal brand aimed at children relays any of this is a mystery we’re still trying to solve. Like, if anything, don’t tie the music in by performing or releasing “exclusive songs”, but make it more about fatherhood and his young sons.
In many ways, the song’s title is quite fitting.
Here’s hoping, Team UR get things all the way together by the time the album arrives next year.
Bruh…
Not King Usher pulling a Mary J Blige burger king promo….. smh.
This is a bad move, it does not look good.
not this robot being the new LB
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non ferrous metal realness
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boooom 17k and 1 hot 100 charting song
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“Some times I wish I could do it like Ciara”
DAMN!!!
…LOL
Rihanna’s performing Diamonds and Stay tonight at this damn concert… #BoringBasicBitch #NoNewMusicForTheNazi #ScaredToReleaseR8
^obsessed
^troll
^Irony
^Irony
Is it ratchet to cover your windows in tin foil to avoid buying curtains?
WTF????? hahahahaha
.
Which part of indiana do you come from?
No. A lot of people that work graveyard shifts does that to block all light. Plus is reflects light aka heat in the summer and keep your house cool.
Adore Usher, but Sam’s right!!! This is a creative way for fans to get music, but honestly its quite the risk, especially at this point in Usher’s career. But kudos to him.
Usher really needs a whole new game plan, this is a serious gamble.
Yess riri at the Ball hunty her Jack and Eric(The one in the all white, my good judie)
http://www.youtube.com/watch?feature=player_embedded&v=QWIakBAcSvk
That’s not Eric, I don’t know who this is
LMFAOOOOOOOOOO, meanwhile his peer are ascending to legend status. See what happens when all you about is getting a hit?
And who might that be?
N**** Shut The F*** Up
Oh…
from 94 – 2010s decade this guy lasted though
.
He’s still the lead male RnB along with RKelly , othersare lessors and could never!!!!
I followed you until you said R.Kelly. R.Kelly ran the 90s and early 2000s not the 2010s. But your right Usher Is the leading R&B artist of the 2000s(alongside R.Kelly)and 2010s(Alongside Chris Brown)
He needs new management asap!
Not a big deal, may be the start of a new way to promote. What’s the difference from Honey N** from Coke and Pepsi? Any UR Experience > Between The Cheeks tour.
Yassssssssssssssssssssssss!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Right, damn this site is a damn joke. All it is is shade smh
The amount of shade on to his website is amazing. Instead of making a post about the success and great reviews his tour has been receiving, you bypass that to try and shade his effort to put music out. Stop tearing down our legends who are still trying to give music to give us, the fans, new music in a creative way. Smh
You better preach that gospel. One of the greatest entertainers of all time also the most successful R&B artist since MJ is touring and is having great reviews. Yet all this DAMN website does is report about a his cereal box release. My goodness Sam why the F*** you have to be so f****** negative man. Mrs.Cater and OTR tour reviews were on TGJ everyday..Sam just hates any mainstream R&B artist that’s not Beyonce and on top of that the man can perform so imagine how pressed Sam is. My goodness sam GET OF HER D***, Also 1 more thing she’s NOT the greatest performer since MJ when USHER and JUSTIN TIMBERLAKE exist.
Can’t wait…i need more ballads from Usher though.His tour is getting nice reviews so he’s good