Despite putting on a Super Bowl Halftime show that left viewers thrilled, Usher has found himself at the center of controversy over his physical interactions with surprise guest Alicia Keys.
Check out their performance below:Keys - a 16-time Grammy Award winner - captivated audiences with her stunning appearance on the field, donning a striking red organza cape and a dazzling Dolce & Gabbana catsuit adorned with Swarovski crystals.
Usher, 45, and Keys, 43, surprised fans with a nostalgic rendition of their 2004 hit 'My Boo'.
But while many applauded the electrifying performance, others voiced discomfort over the perceived intimacy between Usher and Keys, given the fact that both are in respective relationships.
Social media erupted with comments questioning the appropriateness of Usher's physical gestures towards Keys, with some users expressing empathy for Keys' husband, Swizz Beatz. One user remarked: "I'd be hot [as f***] if I was Swizz Beatz... Usher was all up on Alicia Keys."
A second asked: "Does Usher know Alicia Keys is a married woman??"
"The way Usher was holding Alicia Keys was hella inappropriate IMO," a third tweeted.
Others were convinced both Usher and Keys must have been in a relationship with each other, with one X user writing: "The way I had to look up if Alicia Keys is still married after this."
"On GOD I’m crashing the stage if anyone hug my girl like this in front of 100m people," another quipped.
Despite the public discourse surrounding her performance, Keys has remained silent on the matter, opting to share images of her custom ensemble on Instagram without commentary.
In other news, Forbes has reported that Usher won't be paid a penny for his Super Bowl performance.
However, judging by the success previous Halftime acts have gone on to have, Usher will certainly be walking away with a smile on his face.
Last year, Rihanna's digital song sales skyrocketed by 390 percent following her performance, along with a surge in sales of her Fenty Beauty products.
Even though artists like Usher won't be receiving a paycheck for their Super Bowl halftime performances, the NFL does foot the bill for bringing these extravagant spectacles to life. According to Reuters, the production costs for the halftime show in 2020 amounted to a staggering $13 million. Additionally, the NFL covers the travel expenses for the performers, ensuring they can deliver unforgettable performances on the grand stage.
Naima Cochrane, a former marketing executive at Columbia and Epic Records, emphasized to Forbes the significance of the halftime show as a marketing opportunity, stating: "There is no bigger moment of impact." She highlighted the importance of providing viewers with a clear call to action immediately after the performance to capitalize on the momentum.
"It would be ridiculous not to have a call to action that folks can take immediately following, like as soon as he says goodnight, there needs to be a button somebody can push to spend some money to do something for him," Cochrane added.
