Taylor Swift might be spotted at this year’s Super Bowl in Las Vegas, but not as the headliner for the halftime show.
That title is held by Usher, who is making his second appearance in the slot after performing with the Black Eyed Peas for the 2011 event. And similar to his previous stint entertaining fans during halftime of the NFL’s championship game, Usher won’t be paid much for his performance.
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Additionally, Reba McEntire, Post Malone and Andra Day — who are all part of the pregame lineup — won’t see a massive paycheck from the league either for their performances.
Brian McCarthy, the NFL’s vice president of communications, told Newsweek in 2022: “The NFL covers all costs associated with the show and does pay the performers union scale. There is not an appearance fee, but the artists are indeed paid union scale.”
That “union scale,” which is the minimum wage guaranteed by a union contract, figures to amount to more than $1,000 per day, according to People.
Although that amount is minor compared to what performers might earn for other shows, the league is still footing a big bill, as production costs can be steep. For example, the 13-minute show performed by Jennifer Lopez and Shakira in 2020 cost approximately $1 million dollars a minute, according to Reuters.
“That figure finances the paychecks of up to 3,000 staffers involved in the production, as well as complicated technical elements of the performance, like a collapsible, 38-part stage, or the massive audio equipment rolled in on 18 carts,” a 2023 Esquire article stated.
The league also pays artists’ travel expenses. This year’s Super Bowl between the Kansas City Chiefs and San Francisco 49ers will be held at Allegiant Stadium in Las Vegas, making both demand and cost for private jet parking high on Super Bowl weekend.
But if the performers are only paid union scale, why do they agree to the gig?
Exposure is a major factor.
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With Rihanna’s halftime show last year drawing a record 121 million viewers, Usher is likely hoping similar viewership this year will translate to increased streams. It could also boost sales of the R&B icon’s new album, which was released Friday, and will be followed by a tour starting in August.
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Artists who have performed at past Super Bowl halftime shows, such as Shakira, Justin Timberlake and Bruno Mars, have seen boosts in either their music streams or sales, according to reports.
Rihanna even used last year’s Super Bowl spot to promote her makeup line, Fenty Beauty, by applying powder to her face on stage. The performance helped generate $5.6 million in earned media in the first 12 hours for Fenty Beauty, according to Launchmetrics, which offers data insights for fashion and beauty brands.
Although the NFL might not offer hefty pay for the performances, the halftime show provides an opportunity for promotion.
Why hasn’t Taylor Swift performed at the Super Bowl?
Despite the long list of icons who have graced the stage for the Super Bowl, including Prince, Michael Jackson, Madonna, Bruce Springsteen, Lady Gaga, Beyonce, Dr. Dre and more, other stars haven’t, and not necessarily because of a lack of pay.
While Swift has never performed the Super Bowl halftime show, she’s been offered the gig, according to reports.
In 2022, TMZ reported that Swift declined the offer to focus on re-recording her first six albums (she’s released four of the six so far). Last year, a Daily Mail report said Swift declined to perform at this year’s title game in Las Vegas while busy with her Eras Tour, though if she wanted to attend in support of boyfriend Travis Kelce, the Chiefs’ star tight end, her tour schedule would permit it.
Swift and the NFL have not commented on the reports about a halftime show invitation or appearance.
Why stars have passed on the halftime show
Other stars, however, have publicly shared their reasoning for declining the spot. Rihanna told Vogue in 2019 that she turned down an offer to perform at the event in solidarity with Colin Kaepernick, the former 49ers quarterback who protested systemic racism and police brutality by kneeling during the national anthem in 2016. Singers Pink and Cardi B also previously said they declined the invitation in part to support Kaepernick.
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Jay-Z told the New York Times in 2020 that he declined the NFL’s invitation to perform a prior halftime show over a “principle thing,” saying his invite was contingent on him bringing out Rihanna and Kanye West. Jay-Z has since worked closely with the NFL, as his company, Roc Nation, launched a partnership that gives the rapper influence over the NFL’s music events, including the halftime show.
Required reading
- Usher hints Super Bowl halftime show may feature special guests
- Super Bowl 2024 halftime show set list: Usher will perform, but which songs will he do?
- How could Taylor Swift get to the Super Bowl from her Eras Tour? Here are possible routes
(Photo: Gregory Shamus / Getty Images)
Alex Andrejev is a staff editor on the news team. Before joining The Athletic, she covered NASCAR and Charlotte FC for The Charlotte Observer and was a reporting intern on the sports desk for The Washington Post. She grew up near Washington, D.C.
