Considering the furore that U2's iTunes giveaway caused, we can only imagine the seismic shockwaves that this new announcement is going to cause.
R&B superstar Usher is giving away his new track with boxes of Honey Nut Cheerios. The song, entitled Clueless, will be available to download via a code enclosed in special boxes available at Walmart stores in the US; it precedes the release of his new album, UR.
This isn't his first hookup with a breakfast foodstuff: he recently starred in a Cheerios advert where we danced with the company's mascot Buzz - you can watch that mini masterpiece below.
So you could say he's a cereal offender. Does this make him a Pop Tart? Will it receive a Frosties reception from his fanbase? Time will tell.
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