RIHANNA’S SUPER BOWL PERFORMANCE WAS A BIG DEAL FOR HER BRAND

by | Feb 19, 2023

This year’s Super Bowl Halftime Show was a spectacle, but what’s in it for the performers?
A still from Rihanna's Super Bowl Halftime Show performance.

Rihanna’s Super Bowl LVII Halftime Show Performance.  |  via NFL

Rihanna’s Super Bowl LVII halftime show performance was truly a spectacle, evident from the fact that it was the most watched halftime show in the mid-game exhibition’s history. In fact, Rihanna’s performance garnered more viewers than the Super Bowl itself.

What might surprise you about these extravagant performances is that even though they involve the biggest music icons, the headliner does it all for free.

THE HALFTIME SHOW DOES NOT COME CHEAP

The Super Bowl fuels the NFL through various revenue sources, ranging from merchandise to overpriced tickets. Just the average cost of a 30-second ad during the big game was $7 million in 2023.

Despite the supposed millions in revenue, all the NFL does is cover the production costs of the halftime show. “We do not pay the artists,” told an NFL spokesperson to Forbes.

Why then, have star performers such as Shakira, Justin Timberlake, Lady Gaga, and many others graced this stage over the years?

WHAT’S IN IT FOR RIHANNA?

Products from Rihanna's Fenty Beauty line of cosmetic products.

Rihanna’s Cosmetics Brand: Fenty Beauty.  |  via Pexels

The 15-minute spectacle has often resulted in significant financial gains for the singers, which might explain why The Weeknd chose to spend $7 million of his own money to produce his Super Bowl LV performance.

One of the most viral moments from Rihanna’s performance was when she touched up her makeup using a product from her Fenty Beauty brand.

Getting what is probably the best ad slot of the entire Super Bowl, the pop star generated an estimated $88.3 million in media impact value. This is not the only probably payday that the star received from her performance.

Super Bowl halftime performances have historically led to a significant gain in the following for the performers. Justin Timberlake’s music sales rose by 534% after his 2018 appearance, while Lady Gaga’s 2017 performance led to a 1,000% boost in her music sales.

Rihanna is also expected to receive a huge indirect payday post-Super Bowl, as the singer’s song sales rose by nearly 4 times (390%) after her performance.