Usher Recalls How He Won a ‘Bidding War’ with Justin Timberlake to Sign Justin Bieber (Exclusive)

Usher looks back on the time he clashed with Justin Timberlake over Justin Bieber.

In this week’s PEOPLE cover story, the musician, 45, talks about how he and Timberlake, 43, got into what he described as a “bidding war” to sign the then-unknown Bieber, 29, for his and Scooter Braun’s joint record publishing house, Raymond Braun Media Group, 2008.

“When you’re at the top of your game, you’re going to be presented with some of the biggest things, and that was, I think, right after [my album] Confessions that I met Justin Bieber and Scooter Braun,” Usher says.

Detailing that he and Braun, 42, previously worked together when the star was a local promoter and worked under Jermaine Dupri, the recent Super Bowl halftime performer continues, “I made Scooter an offer that I felt he couldn’t resist.”

“We built a friendship, but this would obviously create a partnership that will stick with us forever, and it was a bit of a bidding war between me and Justin Timberlake,” adds Usher. “… I thought, I’m not sure if I can understand every producer that this artist could benefit from, but what I can tell you is that I’m going to give you my passion, and I’m going to give you every bit of what I have to offer. ”

For more on Usher’s life, loves, and career ups and downs, pick up this week’s issue of PEOPLE, on newsstands everywhere now.

Usher and Justin Bieber perform at the 2011 Grammy Awards.

Kevin Mazur/WireImage

Justin Bieber Congratulates Usher at 2024 Super Bowl Halftime: ‘I Love You My Brother’

Usher says another reason he was so eager to sign Bieber and Braun is because “there can only be one Justin.”

“So if you want to go with Justin, it’s Justin and Justin. Me, it’s just one Justin,” he continues. “So that obviously created a relationship and [there was] that support for him as an entrepreneur, because I think he was also trying to find himself.”

Noting, however, that he didn’t know if Braun “sees himself as a full-service manager right now,” Usher eventually reassured him, telling Braun, “I think you can do it.”

“I believe in you, and if we can have a partnership, I’m going to give you every bit of wisdom that I have and I’m going to develop you and support you in whatever you’re trying to achieve as a business person,” he continues with what he held Braun said. “You’re a manager. You’re not just a guy who can discover artists. You’re someone who just needs someone to believe in, and I believe that, and I’ll support you.”

Usher’s PEOPLE cover.

Speaking about his and Timberlake’s careers, Usher tells PEOPLE, “We’re all unique artists and we have our own creativity. I love the producers he works with, so much so that I’ve worked with them, and I think he loves the producers I’ve worked with, so much that he also worked with them.”

“I’ve always wanted to do a record with Justin and I’ve asked many times, but we never got around to it,” he continues.

Still, Usher is aware of the comparisons between the two artists, though he notes, “I’m not competing with anyone but myself.”

“I’ve always tried to break my own record, exceed my own expectations and try to be better than myself,” adds the “Caught Up” artist. “And if anything, I’m motivated by people like Justin. I think he’s an amazing performer and I think he has a legacy that should be respected and not compared to anyone else. He should be recognized for what he is and what his contribution is. ”

Usher performs on stage during the Lovers & Friends music festival at the Las Vegas Festival Grounds on May 6 in Las Vegas.

Aaron J. Thornton/WireImage

Usher ‘talked to’ Justin Bieber about performing at Super Bowl, but ‘it just didn’t happen’: ‘No Love Lost’

Earlier this week, Usher spoke with The breakfast club about Bieber not joining him on stage for the 2024 Super Bowl halftime performance.

“I honor and acknowledge that my brother, you know, he – I think maybe it was the fact that he just wants to tell a different story now, and I understand that,” the Grammy-winning artist told the radio show. “But we had a short chat and we’ll be doing something else in the future. No love lost or anything.”

Usher then explained that “full pressure” comes along with performing on a stage as big as the Super Bowl, and explained that they are “reaching out to everyone” to join him.

“Justin wasn’t the only person I actually talked to about going to the Super Bowl, but the moment was maybe for later,” he said. “They’re going to play in the Super Bowl. I’ll give you that — in the future.”

Added Usher: “I confess it during his lifetime. It’s time, because he has a career that deserves it. But it just didn’t happen, but that doesn’t mean it won’t.”

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Source: HIS Education