LAS VEGAS (AP) — In a short film shown at the end of the Super Bowl halftime performer news conference, the show’s headliner Usher comes up missing. ?” It’s one of the many creative projects from Apple Music, which has made a concerted effort to amplify the anticipation around Sunday's halftime show. Since Apple Music became the halftime show sponsor, the streaming service is pushing to leave an influential mark like never before. As Usher prepares to headline this year's festivities, Apple Music created a strategic plan before he hits the Super Bowl stage. Between Apple Music, Apple Music Radio, the talent who have a deep understanding of music and culture and obviously Apple's ecosystem, I think we can amplify that.”Leading up to Sunday, it's all about Usher.

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Persons: Usher, Ludacris, Lil Jon, Taraji, Henson, “ We’re, ”, Oliver Schusser, Schusser, ” Schusser, “, Rihanna —, “ It's, Jermaine Dupri, Tiësto, Nadeska Alexis, Lil Wayne, Estelle, Tor Myhren, ” Myhren, there's Organizations: LAS VEGAS, Super, Apple Music, Pepsi, Apple, NFL, Jay, Apple Music Radio