If you thought pre-loading songs to an operating system was an odd way to force your new album on people, you'll be startled when you find some R&B tumbling out of your cereal packet at breakfast.
Starting Tuesday, Usher's new track will serve as the prize at the bottom of Honey Nut Cheerios boxes, albeit specifically ones purchased at Walmart stores.
Perhaps appropriately, the song is named "Clueless", and comes as fans await the singer's long-gestating new album UR.
Usher previously leant his track "She Came To Give It To You" to a Cheerios commercial, in which he practised his dance moves with the cereal brand's mascot Buzz The Bee.
In other bizarre music marketing news, Universal has begun retrospectively putting product placement in its YouTube music videos.
So far existing music videos by Avicii, Aloe Blacc and more have had adverts inserted into them, including giant posters for Grand Marnier cognac.Reuse content