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Usher Is Parlaying Super Bowl Stage to Launch What Could Be His Biggest Tour Yet
Usher's Past Present Future tour could turn out to be the singer’s highest grossing tour to date following halftime show appearance at the Super Bowl.
Pay attention future pop stars: Usher ’s strategy for harnessing the Super Bowl ’s massive audience into sellout headliner concerts is a master class in how to parlay a career milestone into a legacy solidifying tour. The R&B icon has been able to capture the pre-game buzz around his performance at the Apple Music Super Bowl LVIII Halftime show with a carefully coordinated presale campaign for his fall Past Present Future tour. Ever since Usher was announced as the Apple Music Super Bowl LVIII Halftime Show headliner, his touring team — manager Ron Lafitte, agent and WME partner John Marx and Live Nation promoters Colin Lewis and Fogel — have been building an arena touring strategy that fully capitalizes on the big game’s huge audience.
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