After much debate and speculation, singing icon Usher is finalized for the Super Bowl LVIII Half-Time Show. He will be joining the prestigious list of artists, including Rihanna, Beyoncé, Jennifer Lopez, and Shakira, who have captivated the NFL world and the Super Bowl audience with their music. But how much can My Way artist pocket out of his Super Bowl performance?

Last time, Rihanna rocked the stage, setting a record for viewership and becoming the most-watched halftime show in history, as the Kansas City Chiefs lifted the Lombardi trophy. This time too, the NFL world is expecting similar enthusiasm among the viewers worldwide. What Usher could expect from his paycheck is the current burning topic among football enthusiasts and his fans as they count days for Las Vegas’ big weekend. Delve into what the opportunity presented to him by Jay-Z would reap.

No money for Usher’s performance?

Every year, the NFL invites some of the most famous musicians to give a dazzling performance on the center stage of the Super Bowl. They are asked to put up their approx. 13-15 minute concert for thousands of fans in attendance, and millions of viewers. And so, as this time Usher is performing in the Las Vegas Super Bowl, you might be thinking that he will cost a pretty penny for his time on the stage. But here’s the catch. Forbes reported that artists are not compensated for their performance during halftime show.

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In this regard, the paycheck value for such a prestigious performance comes down to $0. Usher too, will not be given any paycheck for his performance, just like Rihanna got nothing. That’s weird! But the fact is, according to NFL spokesperson, Joanna Hunter, to Forbes in 2016, “We do not pay the artists. We cover expenses and production costs.”

The NFL covers all costs associated with the show, including travel expenses, but does not pay the halftime performers a penny for their performance. Besides that, putting up a half-time show can be quite expensive, with production costs reaching up to $10 million. In the case of Jennifer Lopez and Shakira’s 2020 halftime show, it went up to $13 million.

Read more: NFL Fans Divided As Usher Topples Taylor Swift For Apple Music Super Bowl Half Time Show: “Downgrade From Rihanna”

But that doesn’t mean, Usher will not get any promotional value for his appearance at the Super Bowl LVIII. Well, Rihanna got it!

Usher must take inspiration from Rihanna’s marketing tactics

Rihanna, who performed last year, introduced a unique 17-piece collection inspired by the Super Bowl through her company Savage x Fenty. The collection included items like a Fenty Super Bowl beanie priced at $32.95 and a “Property of Fenty” hoodie with her company’s name on the back, costing $112. Back then, Fenty Beauty’s top February metrics included a record-breaking $44.1  million Earned Media Value (highest among all competitors), 72% MoM growth, and over 12.4k brand mentions.

Usher too can also sell his attractive collections to promote his brand during the Super Bowl. Considering the growing international fandom for the Super Bowl, that’s one way to achieve record-breaking Earned Media Value (EMV). After performing at half-time, musicians have witnessed massive album sales of their songs, just like other artists, including J. Lo, Shakira, and Maroon 5.

Well, performing in a league like the NFL is certainly an opportunity each musician craves. But again, the financial gains are numerous – Jennifer Lopez’s Spotify streams reportedly increased by 335% and Shakira’s soared by 230% following their 2020 Halftime performance.

The Super Bowl LVIII is set to take place on Sunday, 11 Feb 2024 at 6:30 p.m. EST live from Allegiant Stadium. The team is yet to be decided as four teams, the Chiefs, the Ravens, the 49ers, and the Lions are gearing up for their respective AFC and NFC Conference Championships.

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