Ushering In A More Mature Sound

11/07/1997 3:00 AM, Yahoo! Music
J.R. Reynolds

Using a warm and friendly demeanor that reflects his maturing teen age, soul singer Usher is dead set on recapturing the fan base he acquired with the release of his self-titled debut some four years ago. The way he'll do it is through the fresh lyrics and infectious melodies found on My Way, his recently released sophomore album. Having bid a sincere farewell to any of the child-like lyrics found on his first album, My Way establishes Usher as a legitimate crooner who delivers his messages through smooth ballads and midtempo love songs. Usher originally hit the music scene courtesy of his satisfying Sean "Puffy" Combs-produced debut, which bore the hit single "Think Of You." Usher's new project focuses mostly on romantic relationships, with songs like "You Make Me Wanna," "Nice And Slow" (on which he experiments with melodic-styled rap refrains in the vein of hip-hop act Do Or Die), and a remake of Midnight Star's "Slow Jam" with fellow teen artist Monica.

In 1994, LaFace Records depended more on Usher's visual person (through music videos and other televised media) than on record sales to establish their boyishly handsome artist with consumers. He was a guest on Oprah and made an indelible impression on young music listeners when he performed at the American Music Awards as part of the all-star recording collective Black Men United. Many in the music business agree that those kinds of mass media opportunities are rarely afforded new artists, and by interpolation it indicates great potential for the artist's show business future. As such, it's the label's intention to build on his demonstrated appeal and develop Usher to as great a degree possible with My Way.

Usher co-wrote and co-produced the majority of his nine-track project in association with high profile producers Jermaine Dupri, Teddy Riley and Babyface. The first single, "You Make Me Wanna," received substantial praise among R&B and crossover radio listeners, and made a generous impression within music industry circles as well. The catchy song focuses on Usher's attraction to a mutual friend of he and his current girlfriend. "You can definitely pick up on who I am as a person and what I've gone through," says 18-year old Usher, whose last name is Raymond. "I just took things from my life and wrote about them. It's all my vision, which is why I named the album My Way."

As with most teen acts, Usher has remained visible in the eyes of his fans with Autumn "Back-To-School" showcases at high schools and Boys And Girls Clubs across the country. "I believe in coming to the people," Usher states. "Videos are good. But what really makes an impression is being able to do what you do on an album in front of people." During the last few months, the vocalist has been performing live at locations such as Atlanta's Sisters Expo and the Bronner Bros. health and beauty conventions, all in an attempt to propagate a broader audience. Throughout the Fall, LaFace has been conducting a mini-poster campaign in support of Usher's new set. He has also been a featured performer at New York's Harlem Week celebration and several radio-sponsored concerts. College students should be on the lookout for Usher on the campuses of various schools around the country.