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Forget U2 mass dumping their new album on us via Cloud, because Usher clearly knows what’s up when it comes to promotion. The R&B singer, now infamous for helping Justin Bieber go global, has decided to release a new song, “Clueless,” from his upcoming UR album via Cheerios box. The tune will apparently be found at the bottom of select boxes of Honey Nut Cheerios being sold stateside at Walmart. This follows on the heels of his summer promotion for the album, which saw him pairing up with Cheerios’ Buzz The Bee to bust a move while serving up some of the O’s healthiest facts.

It’s been a long time since the cereal box was a popular distribution method—but we’ve got to give it credit. When it was good, it was really, really good. So thank you, Usher, for bringing back the weird and wonderful world of cereal box prizes.

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