Braxton's third album, tentatively titled ''The Heat,'' is near completion. ''It's very strong, and very personal to her,'' says Reid. ''Toni cowrote most of the material on the album. She worked with several different people, including Babyface, and I'm working hard at trying to get her and [producer] Rodney Jerkins together right now. It will be out very, very soon.'' In the meantime, Braxton is slated to perform at the Superbowl halftime show on Sunday. Says Reid of that unparalleled bit of TV exposure: ''We'll be starting our album-release campaign around that time.'' Talk about a winning kickoff.