The Super Bowl halftime show is basically the biggest concert of the year. It might last just 15 minutes, but there’s no event that gets more attention than the Super Bowl.
The halftime show is truly the pinnacle of live entertainment. A concert is put together, performed, and dismantled all within the 30-minute window of the largest sporting event in the United States.
Was there a time when the NFL had a hard time finding musicians to perform during halftime, but now they can get the biggest stars in the world to come? It’s likely, then, that they must be offering a substantial payment to make it worth their while.
Well, not necessarily.
Do Super Bowl Halftime Show Performers Get Paid by the NFL?
Surprisingly, not much.
Super Bowl halftime performers are paid the union-rate minimum. For Usher, that meant $671 for the actual performance last year and about $1,800 for the rehearsals leading up to the Super Bowl.
The NFL and Apple Music cover the expenses for the sets, special effects, and additional costs. In some cases, these costs can add up to around $15 million. In 2021, The Weeknd personally spent over $7 million, with reports suggesting that the extra money was used for elaborate stage designs.
Why aren’t the artists compensated at a higher rate?
The Green Bay Packers, that’s quite exclusive club.
The NFL views the payment as the publicity it receives. The league states that 123 million Americans watched Super Bowl LVIII in 2024.
For example, the largest paid concert crowd was about 225,173 people. It took place in 2017 and was held by Italian artist Vasco Rossi in Modena, Italy.
The biggest concert ever held was a free show performed by Rod Stewart in Rio de Janeiro in 1994, with an audience of approximately 3.5 million people.
It’s clear that the numbers mentioned earlier don’t even come close to what the Super Bowl can offer. However, that’s not the only reason why artists agree to perform at the event.
Most performers often end up securing endorsement deals and commercial sponsorships, which can lead to substantial financial gains. Additionally, it typically generates a significant increase in internet searches.
Rihanna experienced a 390% surge in search traffic leading up to her appearance at the Super Bowl LVII and a huge 1,140% boost in music streams, including a staggering 62 million streams during Super Bowl weekend, according to Luminate.
“Once you’ve performed in the Super Bowl Halftime Show,” says Demi Lovato, who performed in 2016, “you are no longer a rising star – you’re a bonafide star.”
As previously mentioned, the extreme level of exposure is truly impossible to overlook. There is simply no way to put a price on the enormous interest generated by being named the main performer at the Super Bowl halftime show.
Noting that, the combination of an increase in stream views, purchases, a significant rise in search traffic, and a jump in social media followers has a huge value.
With the incorporation of endorsement partnerships, sponsorships, and commercial deals, a clear path to generating a significant amount of revenue becomes apparent.
Performing at the Super Bowl is a calculated decision. On one hand, musicians often step aside from their tours and recording sessions just to participate, earning relatively little in the process. On the other hand, the music industry thrives on popularity, and there’s no better way to remain relevant than to be chosen for the Super Bowl.
Past Notable Performers and Their Subsequent Success
Katy Perry was the headlining performer at the Super Bowl XLIX halftime show in 2015, delivering an excellent performance and introducing Left Shark. However, it was Missy Elliott who truly stole the spotlight. Although she was only on stage for a relatively brief four minutes, the performance had a remarkable effect on her music career. Following the game, there was a significant surge in demand for her music, resulting in a 2,500% increase in album sales.
the following year.
There are times when an artist receives more of a boost to their legacy than anything else. Prince’s 2007 rain-soaked performance, which featured “Purple Rain,” is often referred to as one of the greatest halftime shows in history. While Prince didn’t need the Super Bowl exposure to solidify his legendary status, it did provide one of the most memorable moments of his career.
Michael Jackson did something similar in 1993 when he performed at the Super Bowl XXVII. The National Football League (NFL) pitched Jackson on the game’s global audience, emphasizing that it might be the only chance his international fans would get to see him perform live.
Learn more about the Super Bowl: This annual sports spectacle has become one of the most-watched events in the United States, with millions of viewers tuning in every year to watch the championship game of the National Football League (NFL).
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