Why Usher Did The Super Bowl For FREE

Written on 02/13/2024

Jade Donovan

If you’re anything like me and countless other Americans, you found yourself irresistibly dancing through the entirety of Usher’s electrifying halftime show yesterday. In the aftermath, the natural next step was to scour the internet for tickets to Usher’s eagerly anticipated tour set to kick off this summer. Interestingly, like many artists who have graced the Super Bowl stage before him, Usher wasn’t compensated for his performance. Yet, there’s a savvy business strategy behind these artists’ decisions to perform for free. Writer Joe Pompliano delved into how this no-fee performance has significantly impacted Usher and other artists, revealing the intricate dynamics at play in the music industry’s most high-profile gigs.

Apple Music pays the NFL $50 million annually to sponsor the Super Bowl halftime show.

But Usher won't get any of that money.

Instead, he'll perform for free, leveraging the exposure to gain followers, sell tickets, and increase streaming numbers.

Here's how it works 👇 pic.twitter.com/KvsRk5zTlx
— Joe Pompliano (@JoePompliano) February 7, 2024

2) Here's how the financials work:

• NFL signs a $50M sponsorship deal
• Artists get a ~$15 million production budget

This budget covers 2,000 to 3,000 part-time workers, including set design, security, dancers, and marketing.

But artists don't get any of the money.
— Joe Pompliano (@JoePompliano) February 7, 2024

4) The Super Bowl is watched by 115 million people.

Brands will spend $7 million for 30-second commercials during this year’s game, yet Usher will receive an uninterrupted 13-minute commercial for free.

That is more valuable than his performance fee.

And the data backs it up.
— Joe Pompliano (@JoePompliano) February 7, 2024

6) Rihanna's numbers were mind-blowing, too:

• #1 most-streamed artist globally
• 17 songs in the Top 40 on Spotify
• Gained 3 million Instagram followers
• Fenty Beauty searches were up 833%

Rihanna's performance had more viewers (118 million) than the game (115 million). pic.twitter.com/VcFWeMwRQJ
— Joe Pompliano (@JoePompliano) February 7, 2024

8) But Usher's big play is promoting his upcoming tour.

Stubhub says artists see a 50% increase in concert ticket searches after performing at the Super Bowl, and The Weeknd sold 1 million tickets after his performance.

That's why Usher announced a 24-city arena tour yesterday. pic.twitter.com/wifCAT27TB
— Joe Pompliano (@JoePompliano) February 7, 2024

10) If you enjoyed this breakdown, follow me (@JoePompliano) for more sports business content.

I also write a newsletter to 120,000+ people, which you can sign up for using the link in my bio.

Enjoy the game (and halftime show)!
— Joe Pompliano (@JoePompliano) February 7, 2024

The impact of Usher's Super Bowl performance:

• Spotify streams are up +550%
• Concert ticket prices are up +40%

Even crazier, @TickPick says 38% of the total tickets they have sold for Usher's upcoming tour came after last night's game.

The Super Bowl effect is real 📈 pic.twitter.com/VgeEHPr2lL
— Joe Pompliano (@JoePompliano) February 12, 2024