Despite viewers calling Usher's Halftime Show "one of the best ever", the iconic R&B sensation won't be paid for his electrifying appearance.
Although most artists rake in hefty paychecks for stadium shows in front of thousands, the 45-year-old star won't be receiving any compensation for entertaining the world. Instead, he's leveraging the marketing value of the 13-minute spectacle.
According to a report by Forbes, the decision not to pay Usher is strategic, considering the massive exposure and viewership the Super Bowl Halftime Show garners. Last year, Rihanna's digital song sales skyrocketed by 390 percent following her performance, along with a surge in sales of her Fenty Beauty products.
Even though artists like Usher won't be receiving a paycheck for their Super Bowl halftime performances, the NFL does foot the bill for bringing these extravagant spectacles to life. According to Reuters, the production costs for the halftime show in 2020 amounted to a staggering $13 million. Additionally, the NFL covers the travel expenses for the performers, ensuring they can deliver unforgettable performances on the grand stage.
As clarified by an NFL spokesperson in a 2016 statement to Forbes, while artists don't receive direct payment for their appearances, the league assumes responsibility for covering their expenses and production costs. This approach allows the NFL to orchestrate elaborate and visually stunning halftime shows without burdening the artists financially.
Usher now stands to benefit from this massive platform, with potential boosts in album streams and sales. This is even more crucial seeing as his new album, Coming Home, was released just two days ago. Forbes also reports that the star has licensing agreements for a fragrance line and a cognac brand, Rémy Martin, in the works.
Naima Cochrane, a former marketing executive at Columbia and Epic Records, emphasized the significance of the halftime show as a marketing opportunity, stating: "There is no bigger moment of impact." She highlighted the importance of providing viewers with a clear call to action immediately after the performance to capitalize on the momentum.
"It would be ridiculous not to have a call to action that folks can take immediately following, like as soon as he says goodnight, there needs to be a button somebody can push to spend some money to do something for him," Cochrane added.
Usher sent the crowd (and viewers) into a frenzy as he performed a medley of his biggest hits.
Fans heard 'Yeah!', 'OMG', 'Love In This Club', 'Burn', and more - and even had a surprise performance from music icon Alicia Keys.
But this won't be Usher's first time gracing the Super Bowl stage. Back in 2011, he made a memorable appearance during Super Bowl XLV, descending onto the stage from above to perform his hit song 'OMG' alongside will.i.am of The Black Eyed Peas.
In anticipation of his upcoming performance, Usher expressed his excitement during a recent interview on Good Morning America, saying: "Since that day, I think, I had it in my mind that I wanted to go back to the stage."
While some fans may have been disappointed by the absence of Justin Bieber - Usher's mentee - they were treated to exhilarating performances from rappers Lil Jon and Ludacris, as well as a surprise appearance by Alicia Keys for their hit song 'My Boo'.
Although he won't be paid for his 13-minute performance, Usher is still set to make a fortune from the fallout!
