Symbiosis for ‘N Sync and Combs

‘N Sync hits the tour road again this week and along the way will be joined by opening acts Ginuwine and Sean “P. Diddy” Combs--choices that might confuse casual fans but come as no surprise to industry observers who see the singing group looking to tap urban sounds in their own music.

The ‘N Sync tour was scheduled to begin Sunday night in Portland, Ore., with Ginuwine, the smoky R&B; singer, warming up the crowds. (They’ll also team up at Arrowhead Pond on March 11-12.) ‘N Sync, who performed with rapper Nelly at the Grammys, has also picked producers on recent recordings that veer from their original Swedish pop style toward a funkier sound. And, as youth pop has cooled off commercially, the members have been more public about their musical restlessness.

“I think ‘N Sync is making an attempt to cross over to the R&B; audience ... the lines are getting a little blurred between the sounds,” says Erik Parker, senior editor for the Source magazine. “It makes sense for them, too. After you max out on your [youth] pop career, where else do you go?”

The most intriguing aspect of the tour may be P. Diddy, who joins the tour later on dates that have yet to be firmed up. The music mogul has seen his Bad Boy Entertainment empire, as well as his own album sales, sag in recent years. Sidekick act is an unusual role for a headliner name in hip-hop, but Parker says Combs sees an opportunity with ‘N Sync. “He doesn’t risk credibility [in hip-hop circles] because he’s not what you would call street.... He’s still a pop music icon even if he’s not having the success he had before. And by playing with ‘N Sync, he will see more people than he would on his own. Puffy and ‘N Sync are both looking for crossover, but what’s weird is I think in the end ‘N Sync is using Puffy more than Puffy is using ‘N Sync.”