How Usher Is Helping Build the Next Generation of Entertainment Leader

When people think about Usher, they often think about his decades-long career as an R&B superstar. However, his influence also extends into mentorship and developing young people interested in entertainment.
In 2026, Usher’s New Look partnered with BET and the Boys & Girls Clubs of Greater Detroit through BET Next Gen, a leadership-development initiative focused on expanding access to careers in media, music and entertainment.

The collaboration launched during the 2026 BET Awards. Four interns from Usher’s New Look’s Entertainment Industry Club: Live Touring Edition joined the BET Next Gen cohort. Two of those interns were working on The R&B Tour featuring Usher and Chris Brown. The interns gained experience across areas including communications and public relations, social media and digital operations, marketing, production and brand creative.

This type of experience can help young Black professionals understand that entertainment careers involve much more than performing. Behind every concert, television production and major award show are publicists, producers, marketers, social media professionals, creatives and
other industry workers. The 2026 BET Awards also highlighted the importance of Black entertainment and culture, bringing together artists and professionals across music, television, sports and other creative fields.

Usher’s approach demonstrates one way an established entertainer can use experience and industry connections to help emerging professionals gain exposure to the business behind entertainment.