Every year, the Super Bowl halftime show captivates millions of viewers in the United States and around the world, but what many people overlook is the fact that the performers are not paid by the NFL in exchange for their performances.
Holder of a master’s degree from the Sorbonne, specializing in issues related to Latin America, Matthew Sauvjot Wrote articles on the geopolitics and economics of the continent, before turning to the field of sports.
From Michael Jackson to Prince, including the youngest Rihanna and Beyoncé, almost all great artists have had the privilege of stealing the spotlight from athletes one day, thanks to Halftime show Of the Super Bowl, the show airs live during halftime. The 2024 edition will be no exception, as Usher will be there to perpetuate the tradition. However, like his predecessor, the American singer will not be paid by the NFL. Although the budget is significant, in 2022 the league signed a contract with Apple worth 50 million dollars per year (almost as much as Betts did last year), making the tech giant an official partner. Halftime show Until 2027.
The actors benefit from a budget of 15 million dollars, but this is intended to cover the production costs of the show: sets, dancers, technicians and much more, in the end, it is between 2,000 and 3,000 people who will be hired. Thanked on this occasion and the amount in question. This is not always enough, some artists do not hesitate to finance part of the show themselves, this was notably the case of The Weeknd who then added an envelope of 7 million dollars.
An arrangement that is confusing at first glance, after all, why should actors of such stature accept such a contract? The answer is simple though Halftime show allowing them to benefit from unprecedented media exposure.
Statista.
In 2023, fewer than 115.1 million viewers watched the Super Bowl in the United States alone, not counting those who watched it via streaming or from overseas. By itself, the chosen artist is guaranteed to take advantage of unparalleled visibility for thirteen minutes without interruption, without spending a single dollar, because this is where the whole paradox lies: the cost of such a performance, it is the NFL. Do artists a favor by allowing them to perform for free, and not the other way around.
This year alone, brands wanting the chance to appear during Super Bowl commercial breaks will have to shell out $7 million for a 30-second spot, making it unthinkable for an artist to pass up such an opportunity.
In 2018, Justin Timberlake saw his sales jump 534% following his participation in Super Bowl LII, and the following year, Maroon 5 singer Travis Scott’s salary doubled. Jennifer Lopez and Shakira’s duet performance amassed over 30 million views on YouTube in less than 24 hours, selling songs performed during the performance. Halftime show The US market alone rose 1,013% on the same day. The 2021 edition also followed this line, when big names in hip-hop such as Dr. Dre or Mary J. Blige, whose rise to fame dates back to the early 2000s, was in the spotlight. , their flagship titles have experienced an unparalleled resurgence. Interest.
Statista.
But the most impressive performance was undoubtedly Rihanna’s in 2023, as she swept the Super Bowl with 118.7 million views compared to 115.1 million for the match. The artist, who was making her comeback at the time, was also promoted to the ranking of the world’s most streamed singer, with 17 of her songs entering Spotify’s top 40, not forgetting three million additional followers on Instagram and an increase of 833%. was In an online search for Fenty Beauty, its cosmetics brand.
A trend that lasts, and should be confirmed at Priory again this year. Usher’s latest album “Coming Home” is set to release two days before the Super Bowl, perfect timing to top the charts. chart. But the real issue is undoubtedly the promotion of their tour, as the average artist sees a 50% increase in searches for tickets to their concerts. Halftime showThe Weeknd then sold over a million in 2021 after his performance.
In short, this event has everything in marketing operations with guaranteed success, from which all parties are guaranteed to be winners. The NFL manages to attract the world’s most prestigious artists to host its main event without spending a single dollar, while the lucky ones are guaranteed to go down in history by benefiting from unparalleled exposure.
