This might surprise the heck out of you, but Beyonce isn’t getting paid to perform at the 2013 Super Bowl this year. The singer has earned an average of $70 million between the years 2009 and 2011, so whatever she touches turns to money. Bey is such a great performer that she brings in as much as $2 million per night when she’s on tour.
But believe it or not, the Super Bowl isn’t going to be a paying gig for Beyonce. The show gives its performers a platform like no other, and the NFL just feels that it doesn’t have to pay anyone.
“We do not pay,” said NFL spokesperson Greg McCarthy in an email to Yahoo Sports. “We cover all expenses associated with the performance.”
The costs for Beyonce’s gig might be as high as $600,000, which is all that the NFL has agreed to pay. This begs the question: Why would Beyonce agree to perform for nothing?
Beyonce’s people won’t answer the question directly, but most of us can see the value of getting access to such a valuable platform to promote your brand. An artist is a product, like toothpaste, beer or dog food. If people don’t know the brand, then they won’t be interested in buying albums, tickets or whatever else you’re seeking to sell later on down the road. With the average Super Bowl ad going for about $4 million, many super stars are geeked over the idea of performing on the biggest televised stage of the year.
Beyonce’s people, not interested in stating the obvious, said that there were two factors in their decision to take no money: First, they wanted to follow the tradition set forth by their predecessors, as if that actually matters. Secondly, they admit that the Super Bowl halftime show is the most-watched musical performance of the entire year.
“There is not anything like it,” says Derek Jackson, co-founder of advertising agency Glu. “The Super Bowl, for an artist, is considered the medium of all mediums. You can’t beat it from a promotional standpoint. You garner so many eyeballs at one time.”
For the record, there will be 112.5 million sets of eyeballs on the screen when Beyonce does her thing. Also, Pepsi is a major sponsor for the event, and the company just signed Bey to a $50 million dollar contract this year. So, if she isn’t getting paid in the front door, she’s getting paid through the back.