Usher’s Super Bowl debut gets cinematic iPhone treatment in Apple Music’s latest release

Leading up to Usher’s Feb. 11 performance, more than 40 devices were used to shoot moments such as rehearsals

Published On
Feb 20, 2024
Music artist Usher in the middle of rehearsal for the Super Bowl 2024 half time show.

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Apple has released a personal and dynamic look into Usher’s world before his Super Bowl debut—completely shot on the iPhone 15 Pro and iPhone 15 Pro Max devices—following the singer’s Apple Music Super Bowl LVIII Halftime Show.

The 10-minute video follows Usher through rehearsals, highlighting not only the production effort but also his take on his Super Bowl debut. “I think everybody is blessed with a talent, and a time,” Usher says, while a clock ticks in the back. “If you put in the work, people will respect what you do.”

Leading up to Usher’s Feb. 11 performance, more than 40 devices were used to shoot moments such as rehearsals. Phones were even attached to the performers and set pieces to capture behind-the-scenes perspectives.

 

 

This marks the first time Apple has shot the Super Bowl Halftime Show on an iPhone. The film is an extension of Usher’s 12-minute Super Bowl performance, presented by Apple Music, which included performances by Alicia Keys, Ludacris, Lil Jon, and H.E.R., among others.

Directed by Mike Carson, the film blends dynamic and colorful shots of the halftime performance with behind-the-scenes footage shot in black and white. Moving between the two allows viewers to experience the efforts behind the production and the final product. We see Usher finessing the choreography for “Caught Up!” and dancers perfecting their moves, then are briefly transported to the show itself.

“I challenge myself differently at 45 years old,” Usher says as he is shown exercising and receiving acupressure therapy. The singer adlibs choreography step counts to his dance team, passionately talks in the studio, practices melodies with Keys, and shares his ultimate vision of merging styles, sounds and a variety of cultural references from rollerblading to acrobatics to marching bands.

The film, led by TBWA\Media Arts Lab, is part of Apple Music’s exclusive content for Usher’s Road to Apple Music Super Bowl LVIII Halftime Show. It is available on YouTube, Instagram and X, as well as through Apple Music channels.