The Intriguing World of Super Bowl Performances: IP, Exposure, and the Price of Fame

While everyone was doing the A-Town stomp to Usher’s Super Bowl halftime show, little did they know they were witnessing one of the biggest intellectual property (IP) phenomena unfolding before their very eyes. Artists who grace the Super Bowl stage don’t receive direct payment for their performances. In fact, many of them invest their own money to create a show that dazzles the audience. But why would they do that? The answer lies in the power of attention and the strategic use of IP.

The Attention Economy

The Super Bowl, with its massive viewership, becomes a stage where artists can showcase their talent to an audience of 124 million sets of eyeballs. When you wield influence over such a vast audience, you can leverage it to sell your intellectual property. For musicians, this includes various forms of IP:

1. Copyrights: Selling the songs they’ve written or performed.
2. Trademarks: Monetizing their name, image, and likeness through brand deals and merchandise.
3. Publicity: Using their Super Bowl exposure to negotiate new deals in films, endorsements, and entertainment ventures.

Usher: The Business Behind the Artist

Take Usher, for example. He’s not just a performer; he’s a lucrative business. Here’s how he navigates the IP landscape:

1. Trademarks: Usher owns several trademarks related to merchandise, perfumes, cologne, clothing, shoes, jewelry, and more. These trademarks allow him to capitalize on his brand beyond music.
2. Music Catalog: His extensive catalog of music consistently tops streaming platforms, generating revenue even when he’s not actively performing.

The NFL’s Sponsorship Game

Apple Music pays the NFL a whopping $50 million annually to sponsor the Super Bowl halftime show. But here’s the twist: Usher won’t see a dime of that money. Instead, he’ll perform for free, strategically leveraging the exposure to achieve other goals:

1. Followers: The Super Bowl performance boosts Usher’s visibility, attracting new fans and followers across social media platforms.
2. Ticket Sales: The exposure translates into increased concert ticket sales.
3. Streaming Numbers: His songs experience a surge in streaming numbers post-performance.

The Unpaid Legends

Let’s look at some iconic artists who’ve graced the Super Bowl stage:

• Prince
• Michael Jackson
• Bruce Springsteen
• Beyoncé
• Justin Timberlake
• The Rolling Stones
• Rihanna

None of these legends received direct payment for their performances. Instead, they participated in a complex financial arrangement:

1. NFL’s Sponsorship Deal: The NFL signs a massive sponsorship deal (like that $50 million from Apple Music).
2. Artists’ Production Budget: Artists receive a production budget (approximately $15 million). This budget covers everything from set design and security to dancers and marketing.

But here’s the catch: artists don’t pocket any of that money. In fact, some end up spending millions of their own dollars to create a memorable show. For instance:

• The Weeknd invested $7 million of his personal funds in his Super Bowl 55 performance.
• Dr. Dre reportedly followed a similar path.