With the NFL playoffs kicking off this past weekend, that means that Super Bowl LVIII in Las Vegas is just around the corner. We already know that Usher and his halftime performance will be in the spotlight, but it seems Apple Music is ready to begin building up anticipation for his show. Across their social channels, they released a minute-long teaser video previewing some of what we can expect when Usher takes the stage.
Usher’s Halftime”30 Years in the Making”
Set to the Dallas-born singer’s biggest hit, “Yeah,” the commercial all but confirms that single’s presence in the tracklist for the evening (as if that was ever a question.) Narratively, the tagline that the streaming giant seems to be running with in the early stages is “30 Years in the Making”—a thread that they follow in flashback style by combining archival footage of the entertainer as a child alongside a diverse cast enjoying, dancing to and replicating his Lil Jon-assisted smash.
There are plenty of snippets in that regard that show things from ground level. A marching band, a pianist and a man with his stove all hit the iconic synth melody of the 2004 chart-topper. Similarly, there are some vintage shots of Usher performing the song throughout the years, taking us from its inception in the mid-2000s while also showcasing modern concert footage.
Potential Guest Stars Teased by the Apple Music Promo
Most intriguing, though, are the cameos. LeBron James makes an appearance, with a bit of his Carpool Karaoke segment from a few years back being spliced in here. With all due respect to the King, fellow stars J Balvin and Jung Kook, whose sections come so quickly you might miss them, are the true headliners. That’s of course because their inclusion in this promo piece might just be foreshadowing an onstage appearance at the Super Bowl. For what it’s worth, there is connective tissue between both singers and Usher—for J. Balvin, they linked up for DJ Khaled’s “Dientes,” for Jung Kook, they joined forces for “Standing Next to U” just about a month ago.
While details about Usher & his halftime show are sparse for the moment, this short clip gives us a lot to chew on as far as what we can expect. You can find the “30 Years in the Making” promo on Apple Music’s YouTube channel.
