With the success of songs like “DJ Got Us Fallin’ in Love,” “Hot Tottie” and “OMG,” Usher had himself a fairly massive 2010. But rather than rest on his laurels, he’s looking to build on his big year, not with an album, but with a “movement.”
It’s something he’s calling “Rev Pop” — or, simply, “Rev” — and though he’s already teased his idea in a video with David Guetta (Akon is also involved), he has yet to speak in full about it. So when MTV News caught up with Ush before the 53rd annual Grammy Awards in Los Angeles at the (Belvedere) RED launch party, we asked him about his next musical endeavor. And though he didn’t reveal much, he did let it be known that “Rev” isn’t exactly something new. In fact, he’s been doing it for a while now.
“I’ll give it to you this way: At a later date, I’ll tell you more about Rev Pop, but if I were to give you a flash: I’ve done it before, I did it with ‘Yeah!’ ” he said, “taking a cultural experience, and also worldwide recognition of a feeling, and putting the soul in the middle of it. Not allowing it to shift heavily to R&B genre, or pop. I did it again with ‘OMG,’ once again putting the soul in the middle of it, which was an electric-pop experience, with the soul.
“It’s bringing those elements together to tell a story, that was born here,” he said, gesturing toward his heart, “And that’s what Rev Pop is. There’s more, I mean, I could really elaborate, but that’s just what I’m going to tell you right now. ‘Rev’ is what it’s called … the movement is called Rev.”
Usher wouldn’t say just when his fans would be getting their first taste of Rev, but whenever they do, it sounds like they’re going to be impressed … if not a little shocked.
“Stay alive,” he smiled, “Because you’re definitely going to be in for a surprise.”