Usher, one of the biggest names in the music industry, is set to perform at this year’s Super Bowl halftime show. With over 100 million viewers expected to tune in, it’s undoubtedly the most-watched live musical performance of the year. However, despite the massive audience, Usher won’t be making much money directly from the show itself.
According to a union spokesperson, Usher will only be paid the minimum union rate set by SAG-AFTRA, which amounts to $671 for the performance. This may seem like a shockingly low amount for a superstar like Usher, but it’s a common practice for halftime show performers. The real financial rewards come from other avenues.
One of the main sources of income for halftime show performers is endorsement deals. Usher has already secured deals with Uber Eats, BMW, and Skims’ menswear collection. These endorsement deals can earn him at least six or seven figures per Super Bowl ad spot. It’s clear that companies are eager to align themselves with such a high-profile event and capitalize on the exposure it brings.
Another way Usher will benefit financially is through increased music streams and sales. Previous halftime show performers have seen significant boosts in their song sales and streams following their performances. Rihanna experienced a 390% increase in song sales and a 140% surge in streams in the US after her halftime show performance, while Lady Gaga saw a 1,000% increase in album and song sales on the day of her Super Bowl gig. These boosts directly translate into cash for the musician.
Furthermore, the exposure Usher will receive during the halftime show is invaluable. With 30-second ad spots during the Super Bowl costing $7 million, the 13-minute performance essentially acts as a $182 million advertisement for Usher. This exposure will undoubtedly help promote his just-released album “Coming Home” and his upcoming tour, which kicks off in August.
The publicity generated by the Super Bowl halftime show can have a significant impact on concert ticket sales. In the past, StubHub has reported a jump of up to 50% in search traffic for halftime show acts following the event. For someone like Usher, who has been out of the spotlight for a few years, this exposure could be even more impactful in selling concert tickets.
In conclusion, while Usher may not be making much money directly from his Super Bowl halftime show performance, he stands to gain financially through endorsement deals, increased music streams and sales, and the exposure generated by the event. As we’ve seen with other blockbuster tours, such as Taylor Swift and Beyoncé, a successful halftime show can significantly boost a musician’s earnings. So, Usher is undoubtedly going to make that money, money, money.
