Usher: The Billboard Cover Shoot
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Usher photographed on October 17, 2014 at the Liacouras Center in Philadelphia.
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"Marketing is more important than it has ever been," Usher tells Billboard. "But I'm trying to tear the layers back and make it not so contrived. I think people just want entertainment. For certain artists it might be hard, but they don't have the show."
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There Are Segways, and then there's Usher's Segway. Usher's scooter is a custom-built, gold-plated number with rims that look like they were lifted from Rick Ross' Maybach. It shines like Louis the XIV's jewels as he zips through the hallways of the Philadelphia arena in which he's rehearsing for an upcoming tour on a mid-October day.
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"Most tours cater to the specific launch of a project -- not this time," Usher says emphatically about his UR Experience world tour, which kicks off on Nov. 1. "The focus this time is the music. Going all the way back to the beginning."
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Usher is realizing there are limits to his influence, especially when it comes to Bieber's current behavior. "Our relationship is more man-to-man now," he says. "He's making his own decisions and it's important to show support. I can say I'm not happy with all the choices my friend has made, but I'm supportive of him. I try my hardest to give as much positive reinforcement as I can. I'll punch him in the f---ing chest when I need to, and give him a hug and kiss when I need to. It's more than just mentoring. I love the kid."
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"I just ain't ready," Usher says about pushing his new album back. "Meaning I have more that I want to say and more that I want to do. My process is pretty different. L.A. Reid will tell you, it takes two albums to make one with Usher."