Did you know? Usher, and many before him, didn’t get a paycheck for their Super Bowl halftime show. But let’s unpack why that’s not as shocking as it seems.
Exposure Over Paycheck: The Super Bowl is not just a game; it’s the most-watched event in the US, offering an unparalleled platform for artists. Despite no direct payment, the NFL covers all production costs, ensuring a spectacular show without financial strain on the artists.
The Real Payoff - Post-Show Sales Surge: Historically, performers see a significant boost in sales and streaming post-performance. Take Rihanna: her Super Bowl appearance led to a 301% increase in digital album sales and a 390% surge in digital song sales. This trend is consistent, with artists like Snoop Dogg and Mary J. Blige experiencing a 143% and 132% jump in streaming, respectively.
Understanding the NFL’s Approach: The NFL adheres to a “union scale” payment model, offering over $1,000 a day to performers, a fraction of their usual gig earnings. Yet, the strategic timing of releases around the Super Bowl, as Usher did with his album “Coming Home,” capitalizes on the event’s massive viewership.
Costs vs. Benefits: While performers aren’t paid upfront, the NFL’s investment in production costs is substantial. High-profile shows can cost millions, with the 2020 halftime show budget reaching $13 million.
The Takeaway for Professionals: The Super Bowl halftime show underscores a critical business lesson: strategic exposure can outweigh immediate financial gain. It’s a reminder of the long-term benefits of visibility and strategic positioning in any industry.
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#superbowl #halftimeshow #usher #rihanna #nfl #superbowl2024
Director, Knowledge Exchange Division at CoBank
4moSaw eight shows this year- all were amazing!