‘Super Bowl Effect’: Why Artists Like Rihanna Perform for Free at the Football Finals

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Event brings tangible financial gains; singer from Barbados returned to be the most heard in the world even away from the stage for seven years. Rihanna during the halftime show at the Superbowl Mark J. Rebilas/USA TODAY Sports There were 12 songs in just 13 minutes, with a funk remix made by a Brazilian DJ, an announcement of a new pregnancy and a “merchan” from her cosmetics brand. Away from the stage for seven years, singer Rihanna marked her return with a live performance during the halftime show of the Super Bowl, the final of the American Football League (NFL, its acronym in English) and the most important sporting event in the United States. States, last Sunday (12/02). But if the Barbados-born singer delighted — and disenchanted — eager fans around the world — the reviews ranged from very positive to very negative, there’s no doubt about how right her decision to perform at the Super Bowl was, for which, as well as other artists, did not receive a single penny of fee. For Rihanna, still considered one of the queens of pop even without releasing a new album since 2016, the list of benefits was long. It’s the so-called “Super Bowl effect”. Rihanna at Super Bowl 2023: “When you become a mother, you feel like you can do anything” The singer is once again the most listened to in the world. Her concert was seen by almost 120 million viewers, 5 million more than the joint performance of rappers Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar last year. Additionally, 17 of her songs have charted in the Top 40 on the Spotify app. Rihanna also gained 3 million followers on Instagram and searches for her cosmetics brand, Fenty Beauty, grew by 833% after she produced a compact mirror to touch up her makeup during the show. She also took the opportunity to exhibit the new collection of her recently launched line of lingerie, Savage X Fenty. The marketing action, which ended up generating more repercussions on social networks than any other product from the advertisers present, should further increase the singer’s fortune, currently estimated at US$ 1.7 billion. Rihanna is the youngest woman to become a billionaire in the Americas and remains one of the richest artists in the world, not so much for her vocal ability, but in large part due to her makeup company, which she owns along with the giant French beauty salon LVMH. ‘Super Bowl Effect’ Rapper Snoop Dogg Performs During the 2022 Super Bowl Halftime Mark J. Rebilas-USA TODAY Sports Rihanna’s knack for business quite possibly weighed in on her decision to perform at the Super Bowl halftime show. In a press conference of the main sponsor of the event, Apple Music, however, she gave another justification: representativeness. “That’s a big part of why it’s important to do this show: representation,” Rihanna said at the time. “Representativeness for immigrants. Representativeness for black women everywhere. That’s key for people to see the possibilities. (…) I never thought I’d get here, so it’s a celebration of that. I’m so excited to have Barbados on stage.” of the Super Bowl.” The singer also stated that motherhood made her feel even stronger and want to do something big and meaningful, especially to show this representativeness to her son. Rihanna posts video of her son for the first time on the social network Reproduction/TikTok Rihanna is the mother of an eight-month-old boy with American rapper A$AP Rocky and is now pregnant with the second. “There’s something that just happens when you feel like you can conquer the world. You can do anything,” she said. “The Super Bowl is one of the biggest stages in the world, so as scary as it is because I haven’t been onstage in seven years, there’s something exciting about the challenge of it all. It’s important for me to do that this year. It’s important to me. It’s important for representation. It’s important that my son sees that.” In practice, artists often spend millions of dollars of their own money to cover the costs of producing the event, but none of them are remunerated. Exhibition Why? The answer is: exposure. The Super Bowl is watched by 200 million people worldwide, most of them in the United States. Not least, it is expensive — and a lot — to advertise at the event. A break of just 30 seconds during this year’s game cost $7 million. But the “sacrifice” of working for free pays off. Singer Justin Timberlake saw a 534% increase in music sales after performing at the Super Bowl in 2004 as a guest artist for singer Janet Jackson. Rapper Travis Scott’s salary went from US$ 500,000 to US$ 1 million after the 2019 halftime show, in which he performed as a guest artist with fellow rapper Big Boi in a show led by the group Maroon 5. Shakira and Jennifer Lopez at the 2020 Super Bowl Mike Blake / Reuters Singers Jennifer Lopez and Shakira gained 3 million followers after their performance in 2020. In 1993, the performance of singer Michael Jackson, who died in 2009, broke audience records and took the album ” Dangerous”, released in 1991, topped the charts. The financial benefits are even greater when artists combine these shows with tours. Singer The Weeknd sold 1 million concert tickets within a week of performing at the 2021 Super Bowl. buying and selling StubHub tickets, artists typically see a 50% increase in searches for tickets after performing at the Super Bowl. The Weeknd during the Super Bowl concert in Tampa, Florida Getty Images via AFP In the case of Rihanna, the singer has not released an album since 2016 and has no planned tour, but will earn millions in dollars from Apple Music for a documentary she will make about their Super Bowl show. In addition, it should earn even more with its brands. Protest But if the benefits are clearly tangible for artists, not everyone is as lucky. Rihanna, sporting a red outfit that easily identified her on stage, performed with hundreds of professional dancers dressed in white. But previously, the NFL asked professional dancers to perform without pay at the Super Bowl halftime show. They were required to do 72 hours of rehearsals during the nine days before the game. But amid controversy after a contract went viral last year, the NFL now pays dancers about $15 an hour.

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