Usher Announces New "Rev Pop" Movement

"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." (MTV)

"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."
"Stay alive," he smiled, "Because you're definitely going to be in for a surprise." (mtv)