Silke Jasso
Rihanna is set to take the stage on Sunday, February 12, at the Suber Bowl halftime show but won’t be getting paid for the performance, according to Forbes. The Super Bowl halftime show, which first started in 1967 with just two bands creating shapes like the paddle boat and the Liberty Bell, has evolved into a highly anticipated event attracting over 100 million viewers in the past decade.
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Despite being headlined by top music artists like Lady Gaga, Bruno Mars, Beyoncé, Jennifer Lopez, and Shakira, it may come as a surprise to some that they actually don’t get paid for their performances. According to The Washington Post, halftime shows were originally introduced as a means of entertaining fans during the game, but it wasn’t until Michael Jackson’s iconic performance in 1993 that it gained widespread popularity.
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According to the Charlotte Observer, the process of selecting the Super Bowl halftime performer involves a committee composed of the NFL’s director of entertainment, representatives from the NFL’s production company, and the director and producer of the show. The committee considers various elements in its evaluation, such as genre relevance and popularity, to generate a shortlist. The final decision is then made by the local officials in the host city.
Although the NFL doesn’t provide direct payment to the Super Bowl halftime performers, they do cover the expenses related to their performance. Additionally, the NFL is obligated to pay union scale, which is determined by the Screen Actors Guild (SAG-AFTRA), and the funds are directed to the union for distribution to the performers.
“The NFL covers all costs associated with the show and does pay the performers’ union scale. There is not an appearance fee, but the artists are indeed paid union scale,” NFL’s vice president of communications Brian McCarthy told Newsweek.
According to Billboard, The Weeknd for his 2021 Super Bowl halftime performance, he invested an extra $7 million of his own funds to bring his vision to life. “The NFL allows you a production budget — it’s almost never enough to satisfy what the actual production costs are. However, usually, the label will step in and provide the shortfall,” Lou Taylor told Billboard.
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Forbes also reported that Dr. Dre spent around $7 million of his own money on his epic performance in 2022. Pepsi had been the sponsor of the Super Bowl halftime show for several years in September 2022, the NFL announced a new partnership with Apple Music. Apple Music will reportedly aid in funding Rihanna’s performance at the event, but her own personal investment in the show remains unknown.
Performing at the Super Bowl offers several advantages, including exposure to a massive audience. With more than 100 million people expected to tune in, according to Variety.
Past Super Bowl halftime shows have also had a great impact on the performers’ album sales. According to Billboard, after the 2022 half-time show, Dr. Dre and Eminem’s albums saw a significant surge on the charts. Eminem’s 2005 compilation album “Curtain Call: The Hits” rose to number 10 on the Billboard 200 albums chart, while Dr. Dre’s 1999 album, “2001,” jumped to number 9 on the chart with sales increasing by over 200%.
In addition, the halftime performances themselves have the potential to earn artists Emmy nominations.
