Usher is preparing to drop a new album just ahead of his highly anticipated Super Bowl Halftime performance next week, and he’s unveiled the project’s latest single, “Ruin.”
Released on Friday (February 2), the Afrobeats-inspired song features Nigerian producer and singer Pheelz. And while the lyrics center around a relationship, the visual features an adorable plot twist: his three-year-old daughter Sovereign Bo is the one he chooses over everyone else.
Dave Meyers — who Usher famously worked with on the legendary “U Remind Me” video in 2001 — also took on this clip, which was shot entirely on iPhone 15.
Get into the “Ruin” video below.
“Ruin” will live on Usher’s aforementioned new album Coming Home, which arrives next Friday (February 9) – just two days ahead of his Super Bowl Halftime Show.
In addition to Pheelz, the 20-track effort will also feature appearances from Latto, Burna Boy, The-Dream and Jung Kook. Summer Walker and 21 Savage also appear on the effort on the previously-released “Good Good,” as well as H.E.R. on the previously-released “Risk It All.”
The latter song, produced and written by H.E.R., was originally featured as part of the soundtrack for The Color Purple. In the steamy music video, the 8701 singer almost bares it all, rocking nothing but a pair of briefs next to his co-star, who has on a strapless corset and black shorts.
Usher has also been teasing his Super Bowl performance ever since he was announced as the star attraction for the halftime show in 2023. In a new Apple Music trailer for the event, it seems like the superstar will be bringing the traditions of Atlanta with him to Sin City.
The Super Bowl show will also reportedly incorporate elements of Atlanta’s strip club culture.
According to Page Six, fans can expect plenty of exotic dancers and pole acrobatics, which were staples of the R&B legend’s Las Vegas residency.
The Confessions crooner will reportedly incorporate the dancers in a “tasteful” way given the younger viewers who will be tuning in. A roller skating routine is also expected to be part of the show, adding more ATL flavor to the spectacle.
“Usher plans on having… pole dancers — dressed in a tasteful manner, of course as well as dancers on roller skates,” a source said. “He is definitely keeping in mind that his younger fans will be watching.
“[He] just wants to set himself apart and make history as one of the greatest performers to hit the world stage. Beyoncé, Rihanna, Dr. Dre, Prince and Michael Jackson have all made memorable moments and now that Usher is taking the stage he wants to do something different, unforgettable and over-the-top.”