Jennifer LopezandShakiraare global superstars whoseperformances can command millions, but neither one of the singers are getting paid to perform at theSuper Bowl.
While the NFL has historicallynot paid a performance feefor the musical artists that grace its halftime stage, they do cover the bill for performance-related expenses, which includes elaborate stage setups, pyrotechnics and travel, according toCNBC.
However, neither star will walk away from Sunday’s performance empty-handed.
As millions of people tune in every year to watch the halftime show, artists typically see a dramatic, and immediate, increase in music and tour sales as well as career opportunities.
“They are willing to perform for free and even subsidize the production costs through their record label or concert promoters because of this incredible exposure,” Marc Ganis, president of consulting firm Sportscorp, toldForbes. “Even the biggest names need to continually promote themselves. The Super Bowl halftime show is the single biggest promotional vehicle for a music star on the planet.”
Jennifer Lopez/Instagram
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In a 2015 interview withForbesone ofKate Perry’s managers said the number of offers for the star doubled after her headlining gig. “It took her from being a big star to the stratosphere,” he said.
The NFL had its first big halftime show in 1993, selling a sponsorship to Frito-Lay in order to help cover the costs associated with headlinerMichael Jackson, according toThe New York Times.
The decision to go for a showier production came a year after Fox’s broadcast ofIn Living Colorduring the game, which resulted in a loss of viewers. Prior to Jackson’s performance, budgets for the halftime show were typically under seven figures, the outlet reported.
Shakira and Jennifer Lopez.Jeff Kravitz/FilmMagic
At a press conference this week, both Loepz, 50, and Shakira, 42, spoke about how much the upcoming performance means to them.
“This is a palpable example of how anything is possible,” Shakira said. “And the only thing that matters is the size of your dreams. I think that we are — the Latinos are going through a difficult time in the U.S., and I think it’s very important for us to convey a message of unity and also to show what a relevant force the Latin community is in this country, how much we have to offer, our idiosyncrasies, our culture that is so unique.”
Super Bowl LIV, held at Miami’s Hard Rock Stadium, airs live at 6:30 p.m. ET on Sunday, Feb. 2 on Fox.
source: people.com
