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The Super Bowl halftime show, which Usher is scheduled to headline this year, is an annual opportunity for artists to perform the biggest hits from their catalogs and promote them to more than 100 million viewers, but many Artists are also using the opportunity to promote new projects, including albums, movies, and even makeup lines.
important facts
Just two days before Usher took to the stage at Super Bowl XV, he released his first solo album in eight years, Coming Home, with dates already announced (and generally available) for a North American tour starting this summer. (the day after his halftime show).
It’s a common strategy for headliners to release new music to coincide with Super Bowl performances. The Weeknd released a greatest hits album right before his 2021 show, and Justin Timberlake released his Man of the Woods album before he took the stage in 2018.
Beyoncé performed “Formation” at Super Bowl 50 in 2016, followed by a performance the next day, and announced her Formation World Tour after her performance.
But artists are also promoting projects other than music. Less than two weeks after her 2013 Super Bowl performance, Beyoncé released a documentary film about her life and career, Life Is But a Dream.
Last year, Rihanna released a Super Bowl-themed makeup collection with her Fenty Beauty line ahead of her performance. These include a football-shaped make-up blender, a stadium-approved make-up bag, and a new shade of red lipstick called “The MVP.” She wore it on stage.
Rihanna let Fenty Beauty take center stage in her performance, taking time to noticeably touch up her makeup. This earned her $5.6 million in earned media for Fenty Beauty in less than 12 hours, and another $2.6 million for her lingerie line Savage X Fenty. , saw a significant spike in social media mentions.
Earlier this week, Usher became the new face of Kim Kardashian’s underwear brand Skims, which is helping to promote his new album by offering an online-only version.
What to watch out for
Whether Usher will use his massive Super Bowl platform to promote Skims and how much the brand’s searches and sales will skyrocket.
big number
121 million. This was the most viewers ever to watch Rihanna’s Super Bowl halftime show last year. His halftime shows regularly draw over 100 million viewers.
Main background
The Super Bowl halftime show has long been an important opportunity for artists to promote their music, including their back catalogue. Many artists choose to perform a medley of their greatest hits in the approximately 13 minutes allotted, and these songs typically result in significant growth in sales and streaming on his platform, with many of them Billboard soars up his charts. Last year, Rihanna saw a 390% increase in song sales and a 211% increase in streams from the Friday before the halftime show to the following Monday, with several songs including “Where Have You Been” and “Pour It Up” Achieved with a song. Sales will increase her over 1,000%. Shakira and Jennifer Lopez experienced 267% and 187% increases in streaming after their performances at the 2020 Super Bowl, their sets were viewed over 300 million times on the NFL’s YouTube channel, and during halftime This is the highest performance. During her 2017 Super Bowl performance, Lady Gaga performed her latest single, “Million Reasons,” which soared to No. 4 on the Billboard Hot 100, and whose parent album, “Joanne,” peaked at No. 4 on the Billboard Hot 100. -Rises to 2nd place on the Hot 100. Billboard 200 album chart.
news peg
Usher teased to Vogue that his performance would include “killer choreography,” costume changes, and even the roller skates he used on stage during his Las Vegas residency. He also told Entertainment Weekly that he secured a 15-minute performance slot, which is longer than his usual 13 minutes. He said he plans to invite guests to perform with him, and he told Entertainment Tonight that it would be “stupid” not to sing his hit song “Yeah!” He co-starred with collaborators Lil Jon and Ludacris, who both appeared in Usher’s Apple Music commercial promoting his upcoming set.
tangent
Other musicians scheduled to perform at the Super Bowl include Reba McEntire, who is scheduled to sing “The Star-Spangled Banner,” Post Malone, who is scheduled to sing “America the Beautiful,” and “Lift Every Voice and Sing.” This includes Andra Day, who is scheduled to sing “. ” is also known as the “Negro National Anthem.” Cascade will replace Tiësto as the in-game DJ after he stepped down due to a family emergency.
References
Rihanna and Fenty Beauty win in long Super Bowl battle (AdWeek)
Super Bowl’s Biggest Halftime Show Boosts Music Sales – Includes Shakira, Coldplay, Beyoncé, Lady Gaga and More (Forbes)
What we know about Usher’s Super Bowl halftime show: Potential surprise guests and new music (Forbes)
Super Bowl 2024 Guide for Non-NFL Fans—Usher’s Halftime Show and Other Top Performers (Forbes)
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