He simply aged out of the 15-25 demographic. Compare that to some of his colleagues, who are everywhere even when they are not making music. When he is not promoting music, he kind of disappears, and there isn't much to latch onto. His label wanted him to be seen as 'young and hip', but he was in his 30s, and mentoring Justin Bieber only made him seem even older. I am for experimentation, but his motivations for doing so did not seem to come from a good place. His music simply was not good, especially in the 2010s.

Also, when he divorced his wife a year or so later ('Raymond vs Raymond'), people did not like how he came off. First, his female fans hated his wife, he lashed out on TRL due to it, got his fansites shut down, etc. The drama with his personal life was not endearing. His management team has been utter crap since. Diddy exposed Usher to a lot he was not supposed to), and held his good image together. His mother was a GOOD manager (who took over because P. He fired his mother as a manager because she did not like his then wife Tameka. It also does not help that Usher disappears between albums, and Justin is always doing some features. There were heavy comparisons between the two, and people preferred 'FS/LS' over 'Here I Stand'. The general public (blacks and whites) started to prefer Justin Timberlake over him.

Usher confessions album explict