Usher Raymond is a Dallas-based American singer, songwriter, actor, and producer who rose to prominence in 1994 with the publication of his self-titled debut album. Many of his albums also peaked at the top of the Billboard 200 in the United States.
He began his musical career as a member of his local church’s choir. However, his professional music career began in Atlanta, where he began recording and performing as a guest vocalist. Since then, he has performed on some of the world’s most prestigious stages.
This year, the eight-time Grammy Award-winning singer will perform at the Super Bowl halftime show. The show is a highly anticipated event in the sporting world. Over the years, A-list artists have been hired to play at halftime. Recently, these artists have included Rihanna, Eminem, Dr. Dre, Snoop Dogg, Lady Gag, Kendrick Lamar, and Mary J. Blige.
Roc Nation, founded by Jay-Z, serves as the organization’s heart. Roc Nation has been the NFL’s Live Music Entertainment Strategist for the past five years. According to Forbes, the collaboration was formed to develop and build the community through music, as part of the NFL’s Inspire Change program.
The platform also stated that before the agreement, finding artists for the Super Bowl was difficult. “The selection process was fractured,” Dan Runcie, founder of Trapital, recently stated. “Take four artists, and everyone believes they’re playing the Super Bowl. It’s almost like the interview process. “When an artist is finally chosen, there are three ‘upset’ performers,” he explained.
Super Bowl LVIII will be held at Allegiant Stadium in Las Vegas, which affected Usher’s decision this year. He recently became the new king of Las Vegas after appearing in many concerts in the city, including one at Caesars Palace.
Forbes reports that Usher did not get payment for his February 11 Super Bowl performance, despite selling over $12.9 million in tickets for his previous 14-show run at Caesars. He will, as is customary, give a free 13-minute performance.
The platform noted that performers gain in various ways. In 2023, the game drew 115 million viewers, making it one of the most watched telecasts in US history.
“The potential marketing value of a halftime performance is astronomical, considering the going rate for a single 30-second commercial during this year’s telecast is reportedly around $7 million,” according to the magazine.
Forbes said that Rihanna’s digital song sales surged by 390% following her halftime performance last year. Being one of the world’s largest stages, the benefits musicians receive from exposure to fans at the show go beyond a payday. Jennifer Lopez got over 2 million new social media followers after her performance with Shakira in 2020. According to Billboard, the two artists experienced a 267% and 187% increase in streaming days after their performance.
Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem, 50 Cent, and Kendrick Lamar’s performances at the Super Bowl halftime show significantly boosted their collections. Dr. Dre’s album sales increased by 183% the week following the program. Blige’s album sales also increased 999%.
Usher is also leveraging his Super Bowl performance to reenergize his 2024 strategy, releasing a new album called “Coming Home” on game day, his ninth studio album and first since 2016.
Halftime performances can cost upwards of $10 million to produce. The NFL and Apple Music are likely to cover Usher’s performance costs.