Why Do Artists Perform At The Super Bowl Halftime Show For Free?

Why Do Artists Perform At The Super Bowl Halftime Show For Free?

The Super Bowl might be the main event, but let's be real—the halftime show is where the magic happens. What used to be just a quick break has turned into an amazing showcase featuring icons like Michael Jackson, Prince, Madonna, Beyoncé, and Rihanna lighting up the stage. Over the last sixty years, it’s gone from a simple marching band to a massive entertainment extravaganza, pulling in over 100 million viewers every year.

But despite all the glitz and glam, the NFL doesn’t exactly shower the performers with huge appearance fees. They get paid union scale, which is a fraction of what they usually make. According to Forbes, that comes out to about $1,000 a day for rehearsals and the performance itself. And even the dancers can’t count on getting paid.

In 2021, The Weeknd's halftime performance stirred up some controversy when it came to light that many of the dancers were unpaid volunteers. Those who did get paid earned $712 for the main show, $45 an hour for rehearsals, and a $30 daily allowance, according to the Los Angeles Times. While the NFL doesn’t pay the artists, they do cover the costs for the extravagant production, which can reach up to $10 million, as noted by Forbes.

Kendrick Lamar, fresh off winning five Grammys for his track Not Like Us, is set to take the stage for the Super Bowl LIX Halftime Show on February 10. He’ll be joined by SZA, his former labelmate from Top Dawg Entertainment. Their past collaborations, like All the Stars and Doves in the Wind, have proven they can really bring the house down and captivate the crowd.

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Jay-Z's Roc Nation and producer Jesse Collins are in charge of the production. Lamar last hit the halftime stage as a guest in 2022 alongside Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem, and 50 Cent. Despite all the flashiness, Lamar won’t be getting paid for his halftime performance. This raises an interesting question: why do artists perform for free?

The answer is all about exposure. The Super Bowl Halftime Show attracts the biggest single-platform audience in the U.S., which can skyrocket an artist's music sales and streaming numbers almost instantly. With such a huge audience, performing at the Super Bowl becomes a prime marketing chance. Rihanna's halftime show in 2023 broke records, pulling in 121 million viewers and just edging out Katy Perry's 2015 performance.

Streaming platforms quickly saw a boost in her music's popularity. Hypebot shared that Rihanna's Spotify streams jumped by 349%, with "Bitch Better Have My Money" skyrocketing by an incredible 1,796%. This kind of surge isn't new; for instance, Lady Gaga's halftime show in 2017 led to a 1,000% increase in her song and album sales. In 2020, Jennifer Lopez experienced a 335% rise in Spotify streams, while Shakira's numbers went up by 230%, according to Newsweek.

Justin Timberlake's halftime performance in 2018 resulted in a 534% boost in his music sales, as noted by Billboard. After Bruno Mars' 2014 show, sales of "Unorthodox Jukebox" jumped by 92%, moving him from No. 7 to No. 3 on the Billboard Top 200. The production budgets for these halftime shows have also skyrocketed. Bruce Springsteen's 2009 performance had a budget of $1 million, while the 2020 show featuring Lopez and Shakira cost a whopping $13 million.

In 2021, The Weeknd upped the ante by throwing in an extra $7 million of his own cash for his performance. Then in 2022, Dr. Dre jumped on the bandwagon, also investing $7 million into his show. These big bucks really pay off, boosting visibility, record sales, and ticket demand for future tours.

Even though artists are getting on board with this exposure-driven approach, the NFL once tried to take it a step further. Back in 2015, they suggested a pay-to-play scheme, asking big names like Rihanna, Coldplay, and Katy Perry to cough up cash just to perform. This idea didn’t sit well with many. Perry ended up performing but made it clear she wouldn’t pay, saying she didn’t want to be linked to that kind of precedent.

In the end, performing at the Super Bowl Halftime Show is more than just a stage for artists; it's a golden opportunity to reach millions of viewers and gain immense exposure. While the NFL doesn’t pay performers directly, the boost in music sales, streaming numbers, and future tour demand makes it a valuable experience for any artist.

From Rihanna’s record-breaking performance to the legendary acts of Beyoncé, Madonna, and Prince, the halftime show continues to be a thrilling spectacle that propels artists into the spotlight, solidifying their place in pop culture and keeping audiences captivated for years to come.