In November 2011, Usher revealed that for his next album he was working on a new type of music which he has depicted as "revolutionary pop", which combines different genres to form a new sound.[102] His seventh studio album Looking 4 Myself was released on June 8, 2012, worldwide, and received generally positive reviews from contemporary music critics.[103][104] American singer-songwriter and record producer Rico Love was interviewed by Billboard magazine, where he spoke about his relationships with artists and experiences. He commented on how Usher wanted to do things differently on the album compared to his previous efforts, saying: "What he wanted to do [on Looking 4 Myself] was explore himself musically. He stepped outside of what was safe and normal. He wanted to make an album that expressed where he was going sonically and not just where he's been for the past 12 to 15 years. He's growing, developing, moving, shaking, and being something that's new, cultural, and that's affecting people sonically. That's kind of forcing the people to grow and elevate".[105] In an interview for MTV News, Usher stated that Looking 4 Myself is "the most artistic of an album" he has ever had in history.[106] When questioned by Reuters during an interview regarding the latter quote, and how this project was different, Usher explained that he felt he was near a 'rebirth' and that prior to Looking 4 Myself, he felt restricted and conformed to a specific standard. He said to himself "I gotta go with what I feel and hopefully people will follow me".[107]
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On August 25, 2014, Usher announced his UR Experience Tour in support of his then-titled eighth studio album UR. The UR Experience started in Montreal, Quebec on November 1 and ended in Tampa, Florida on December 14.[117] The 27 city North American leg was supported by opening acts DJ Cassidy and R&B newcomer August Alsina. The European leg of the tour visited 23 cities and the support would be Nico & Vinz.[118] "With The UR Experience, I want to give my fans an ever-changing live show full of surprises and special guests," Usher says, via a press release. "I am really excited to be with my fans and give them an Usher experience like they've never seen or heard before."[117] While on tour, with the collaboration of Honey Nut Cheerios, he released "Clueless", a new song that could be downloaded free using a code from specially-marked Honey Nut Cheerios boxes bought from Walmart.[119] 2ff7e9595c
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