Usher is bringing sexy back to music marketing.
The R&B icon recently teamed up with Kim Kardashian's shapewear brand Skims for a steamy collaboration tied to his forthcoming album release.
Inside the Steamy Campaign
In the week leading up to his Super Bowl LVII halftime show, Usher released an exclusive digital album on Skims.com. Fans could purchase a digital download of album "Coming Home" with alternate cover art featuring a shirtless Usher in Skims underwear.
Adding to the allure, the album included a cheeky bonus track called "Naked"—a Skims-only exclusive that cleverly played into the the campaign. Single played an important role behind the scenes, facilitating the sale directly from the Skims Shopify store with built-in, automated chart reporting.
Driving Pre-Release Sales with Exclusive Content
The genius partnership let Usher boost pre-release numbers by granting Skims customers an exclusive album. While shopping, they could add it to their cart for just $5 more—but only for one week, creating urgency.
But that's not all. Usher also sold box sets, pairing physical versions of the album with merchandise on Gamma's website. Fans could purchase a $90 vinyl box set with a hoodie or a $50 CD box set with a t-shirt.
Takeaways for Artists: Get Creative to Drive Sales
The Usher x Skims campaign offers helpful lessons for selling music:
- Exclusive, limited-time releases create urgency and drive pre-orders
- Bundles add value through upsells to fans
- Unexpected collaborations attract new audiences
And while yes - not every artist can partner with a major brand like Skims, Usher shows that thinking outside the box with releases is key. Offering physical extras, special deals and fun partnerships helps cut through the noise.
Feeling Inspired?
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