Is it true that Usher Performed at the Super Bowl for Free ?
You might think that Usher, one of the most successful R&B singers of all time, would get a hefty paycheck for headlining the Super Bowl halftime show.
But you would be wrong.
Usher Raymond and Alicia Keys perform at the Super Bowl
Usher, like many other superstars before him, is not getting paid a dime by the NFL to perform at the biggest sporting event of the year. Instead, he is using the opportunity to boost his career, his brand, and his bank account.
How does that work? Let me explain.
The History of the Halftime Show
The Super Bowl halftime show has not always been a showcase for the hottest pop stars. In fact, for the first decade of the Super Bowl, the halftime show was mostly a spectacle of marching bands, Broadway musicals, and patriotic themes. It was not until 1993, when Michael Jackson took the stage, that the halftime show became a cultural phenomenon. Jackson's performance drew more viewers than the game itself, and set a new standard for halftime entertainment. Since then, the NFL has invited some of the biggest names in music to perform at the halftime show, such as:
- Prince
- Beyonce
- Madonna
- Lady Gaga
- Bruno Mars
- Katy Perry
- Coldplay
- Maroon 5
- Jennifer Lopez and Shakira
- The Weeknd
- Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar
But none of these artists received any money from the NFL for their performances.
The Economics of the Halftime Show
The NFL does not pay the halftime show performers an appearance fee, but it does cover all the expenses related to the production of the show.
This includes the costs of hiring thousands of workers, such as:
- Set designers
- Security guards
- Dancers
- Marketers
The production budget for the halftime show is estimated to be around $15 million, according to Mental Floss However, in some instances the artists end up spending more than that out of their own pockets to make their show more spectacular. For example, The Weeknd reportedly spent $7 million of his own money to enhance his show at Super Bowl 55, and Dr. Dre did the same in 2022.
So why do these artists agree to perform for free, or even at a loss?
The answer is simple: exposure.
The Benefits of the Halftime Show
The Super Bowl is the most-watched television event in the United States, and one of the most-watched events in the world. According to Wikipedia, the average viewership of the Super Bowl in the US is around 115 million people, and the global audience is estimated to be over 160 million people. That means that the halftime show performers get a massive amount of exposure to a huge and diverse audience.
This exposure translates into various benefits for the artists, such as:
- Increased music sales and streams
- Increased social media followers and engagement
- Increased endorsement deals and sponsorships
- Increased ticket sales and tour revenue
The data supports these benefits.
Most artists have seen significant spikes in their music sales and streams after performing at the halftime show. For instance, Justin Timberlake saw a 534% increase in music sales after Super Bowl 52, and Travis Scott's performance fee doubled from $500,000 to $1 million after Super Bowl 53.
The halftime show also boosts the artists' social media presence.
According to [BuzzFeed], Jennifer Lopez and Shakira gained 3 million Instagram followers after Super Bowl 54, and Rihanna gained 3 million Instagram followers and became the No. 1 most-streamed artist globally after Super Bowl 50.
The halftime show also opens up new opportunities for the artists to partner with brands and companies. For example, Rihanna's performance at Super Bowl 50 increased the searches for her Fenty Beauty line by 833%. And Usher himself signed several endorsement deals and appeared in a commercial before his performance at Super Bowl 56, according to the information you provided.
But perhaps the most lucrative benefit of the halftime show is the impact on the artists' tour revenue. According to Stubhub, a ticket resale platform, artists typically see a 50% increase in concert ticket searches after performing at the Super Bowl. And The Weeknd sold 1 million tickets after his performance at Super Bowl 55, according to the information you provided. That's why Usher announced a 24-city arena tour the day before his performance at Super Bowl 56, and made the tickets available right after he stepped off the stage.
The Win-Win Situation
The Super Bowl halftime show is a win-win situation for both the NFL and the artists. The NFL gets to have one of the world's top artists to perform at its biggest event for free, and to attract more viewers and advertisers. The artists get to have a 13-minute commercial in front of 115 million people for a fraction of what brands pay, and to leverage the exposure to boost their careers, their brands, and their bank accounts.
And that's why Usher performed at the Super Bowl for free.
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