Who doesn’t want to be watched by just 80,000,000 – 100,000,000 viewers? Artists are also brands in their own right, absolutely no other better feeling than to be in the middle of that massive viewers. Consider the potential gains of that event to their careers after that short and free performance.
In recent years, estimates for the total tally of those costs have ranged from $600,000 to $10 million. Yet like Coldplay, Beyoncé, Bruno Mars and Katy Perry, Lady Gaga primary motivation for doing the Pepsi-backed show for free appears to be the exposure.
That may sound like strange motivation for a superstars. But the Super Bowl is expected to draw more than 100 million viewers, many of them outside of her traditional fan base; with her recent dive bar mini-tour and occasional country-inflected singles, that looks like something that’s been on agenda for some time.
Super Bowl halftime performers typically experience a big boost in music sales, Bruno Mars and Beyoncé saw spikes of 92% and 59%, respectively, after their gigs. Even special guests like Missy Elliott and Lenny Kravitz, who appeared with Perry , see double- and triple-digit surges.
Most of music’s highest-paid acts make the bulk of their bucks on the road–meaning it’s probably smarter to use the Super Bowl to draw eyeballs to a new tour than a new album.
Headliners and the dancers and musicians behind them do get paid union scale, which amounts to a rounding error for big arena acts
Even when it comes to relatively small expenses, the National Football League’s zeal for profit-maximization knows few limits. The league responded to a lawsuit, brought by Caitlin Y. and Jenny C., two Oakland Raiders cheerleaders who are contesting their sub-minimum wages. In arguing that, essentially, state labor laws don’t apply to football, the league has shown that it is willing to perform some serious jurisprudential jujitsu to protect its right to pay some of its employees less than $5 per hour.