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.
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.