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The Big Halftime Show – Why It’s Not a Paid Gig

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33ft on Deposit Photos

Do you ever wonder how much the Super Bowl halftime show artists are paid? It may surprise you then to learn that they actually do the show for free. So, how did this tradition start, and why do artists perform for free? Small businesses can take a few notes about this marketing tool. The moral of the story is that we get by with a little help from our friends.

Performing for free at the big game

Artists who perform the halftime show at the Super Bowl are not paid. They do it for the massive exposure and publicity. The NFL is also not supposed to be paid by the artists either. In 2014, The Wall Street Journal wrote that the NFL had actually asked artists to pay to participate. Since then, it’s become a tradition for both the artists and the league to declare that neither has paid the other. This is what the people want: transparency.

But it’s not completely free; the NFL covers the cost of producing the halftime show. So, even though the artists aren’t technically being paid, they don’t have to pay for their elaborate stagings, fireworks or – in Katy Perry’s case – a giant robotic tiger.

This arrangement helps both parties. The artists get incredible popularity. And the NFL attracts viewers who may not be as interested in football as they are in watching Lady Gaga or the Weeknd. 

OK, how is this relevant to business owners?

When it comes to marketing, small business owners can follow both the halftime performance artists and the NFL.

  1. Partnering with a high-profile individual or group can help boost your business’s brand recognition.
  2. By covering associated costs instead of asking for payment, this can be a low-cost collaboration that is beneficial for everyone.

Next time you watch a Super Bowl halftime show, you can be inspired by new collaborative branding ideas!

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