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Usher to Headline Super Bowl LVIII Halftime Show in Las Vegas

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Usher To Headline Super Bowl Lviii Halftime Show In Las Vegas

Usher is set to take the stage as the headliner for the Super Bowl LVIII halftime show, which will be held in Las Vegas at Allegiant Stadium. The announcement was made by Jay-Z, whose Roc Nation has been collaborating with the NFL on halftime show selections since 2019. Usher, a renowned R&B artist, expressed his excitement for the opportunity, reflecting on his past Super Bowl performance in 2011 and his desire to return to the stage.

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Las Vegas has played a significant role in Usher’s recent success, as he has had two highly successful residencies in the city. His sold-out residency at The Colosseum At Caesars Palace in 2021 and the subsequent “My Way” show at Park MGM drew massive crowds and earned him millions in ticket sales. Usher’s popularity in Vegas has been compared to that of legendary performer Sammy Davis Jr.

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Although Usher will not be paid for his Super Bowl halftime performance, the exposure and marketing value of the show are immense. Last year’s halftime performance by Rihanna saw a significant increase in her digital presence and led to a boost in sales for her Fenty Beauty brand. Usher plans to leverage this platform to promote his new album, “Coming Home,” as well as his licensing agreements for a fragrance line and cognac brand, Rémy Martin.

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While Usher prepares for his highly anticipated performance, there is buzz around the presence of Taylor Swift at the game, supporting her boyfriend, Travis Kelce of the Chiefs. This has attracted attention from health and beauty brands, such as Dove and e.l.f. Cosmetics, who will air their first-ever Super Bowl commercials after years of absence.

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Usher has promised to create a memorable experience for viewers, incorporating elements from his Vegas residencies into the halftime show. His setlist will span his 30-year music career, and he aims to make every viewer feel personally serenaded. With millions of eyes on him, Usher hopes to capitalize on this moment to kickstart a successful 2024 with his new album and various business ventures.

Rachel Adams

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