VEVO Premiere: Usher ft. Future - 'Rivals'

Usher unveiled his new 'Rivals' video exclusively on Tidal three days ago. It only became available to watch on VEVO today. Hype killer for sure.

"I don't need no more rivals... I put that on the bible"

I hate bringing her up in other artist's post, but I can't help it because I'm mad. Jay Z's wife is not making those type of career sacrifices for a low rank streaming service. Bey only gave Tidal exclusivity of her album 'Lemonade' for 24 hours, and it was made available to iTunes and Amazon a day later. Her 'Formation' video went straight to VEVO. Not three days later.

Jay Z doesn't expect BeyoncĂ© to destroy hype by doing lengthy Tidal exclusives. It is what has bitten Rihanna real hard in the ass, and it seems Usher's 'Hard II Love' album is awaiting the same fate. With or without Tidal's interference, I can't see Usher having a very big sales week with this album on September 16th. He should have just dropped the album after 'Good Kisser' two years ago, rather than trying to fight for relevancy this year and leaning hard on features. However, 'Rivals' is one of his stronger urban offerings from this messy era. You can hear some old Usher in it too. The video is a bit boring though, so Tidal could have kept it. The only single to enjoy a bit of moderate success is ‘No Limit,’ which peaked at #33 on the Billboard Hot 100. There is some light at the end of the tunnel though. Usher will be honored with star on the Hollywood Walk of Fame on September 7th. Well deserved.

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