How the Super Bowl halftime show can be a marketing opportunity – for music, film and fashion

How the Super Bowl halftime show can be a marketing opportunity – for music, film and fashion

The main line

The Super Bowl halftime show, which will be headlined by Usher this year, is an annual opportunity for artists to showcase and promote the biggest hits from their catalog to more than 100 million viewers — but many artists also take the opportunity to market new projects, including albums, movies and even makeup lines.

Key facts

Just two days before Usher takes the stage for Super Bowl LVIII, he released “Coming Home,” his first solo album in eight years, and he’s already announced dates for a North American tour starting this summer (and the general sale begins the day after its first half show).

Releasing new music to coincide with a Super Bowl performance is a common strategy for headliners: The Weeknd released a greatest hits album just before his 2021 performance, and Justin Timberlake dropped his Man of the Woods” before hitting the scene in 2018.

Beyoncé performed “Formation” at Super Bowl 50 in 2016 just one day after dropping it, and following the performance, she announced her Formation World Tour.

But artists also promote their non-musical projects, including Beyoncé: She released a documentary film, “Life Is But a Dream,” chronicling her life and career less than two weeks after performing at the 2013 Super Bowl .

Last year, Rihanna released a Super Bowl-themed makeup collection for her Fenty Beauty line ahead of her performance, including a football-shaped makeup bag, a stadium-approved makeup bag, and a new shade of red lipstick called “The MVP”. she wore on stage.

Rihanna let Fenty Beauty take center stage at her performance when she took a moment to visibly touch up her makeup — leading Fenty Beauty to rack up $5.6 million in earned media within 12 hours, as well as an additional 2.6 million dollars for her Savage X Fenty underwear line. , and big points in social media mentions.

Usher became the new face of Skims, Kim Kardashian’s underwear brand, earlier this week, and the brand is helping launch his new album by offering an exclusive online release.

What to look for

If Usher will use his massive Super Bowl platform to promote Skims—and how much search and sales could increase for the brand.

Big number

121 million. Here’s how many viewers tuned in to Rihanna’s Super Bowl halftime show last year, the most in history. The primetime show regularly draws more than 100 million viewers.

Key background

The Super Bowl halftime show has long been a crucial opportunity for artists to promote their music, including their back catalogs. Many artists choose to perform a medley of their biggest hits during the roughly 13 minutes they’re allotted, and these songs typically see huge increases in sales and streaming platforms, many of which climb back up the Billboard charts. Last year, Rihanna saw a 390% increase in song sales and a 211% increase in streams between the Friday before and the Monday after her halftime show, with several songs – including “Where Have You Been ” and “Pour It Up” – achieving sales increase of more than 1000%. Shakira and Jennifer Lopez experienced streaming gains of 267% and 187% after their 2020 Super Bowl performance, and their set has been viewed more than 300 million times on the NFL’s YouTube channel, the most of any performance of the first part. At her 2017 Super Bowl performance, Lady Gaga performed her latest single “Million Reasons,” which reached a new peak of no. 4 on the Billboard Hot 100 and its parent album, “Joanne”, peaked at No. 2 on the Billboard 200 Albums Chart.

News Peg

Usher teased to Vogue his performance will include “killer choreography,” outfit changes and even roller skating, a technique he’s used on stage at his Las Vegas residency. He also secured a 15-minute slot for his performance, up from the usual 13 minutes, he told Entertainment Weekly. He said he plans to invite guests to perform with him, telling Entertainment Tonight that it would be “silly” not to sing his hit “Yeah!” with collaborators Lil Jon and Ludacris, both of whom appeared in an Apple Music ad promoting Usher’s upcoming set.


Other musicians set to perform at the Super Bowl include Reba McEntire, scheduled to sing the “Star-Spangled Banner,” Post Malone, who will sing “America the Beautiful,” and Andra Day, who will perform “Lift Every Voice and Sing.” also known as the “Black National Anthem.” Kaskade will replace Tiësto as DJ in the game after the latter left due to a family emergency.

Further reading

Rihanna and Fenty Beauty Played the Super Bowl Long Game and Won (AdWeek)

Biggest Super Bowl halftime music sales boost—including Shakira, Coldplay, Beyoncé, Lady Gaga and more (Forbes)

What we know about Usher’s Super Bowl halftime show: possible surprise guests and new music (Forbes)

Super Bowl 2024 Guide for Non-NFL Fans – Usher’s Halftime Show and Other Top Performers (Forbes)

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