Commentary

Everyone Pays The NFL -- Even The Biggest Musical Stars?

by Wayne Friedman , Staff Writer, August 20, 2014

In a fractionalizing media world, those with sustaining leverage, might now realized they have a big card to play. Take the NFL and the Super Bowl.

Maybe you are a big name musical talent. Apparently, the NFL still wants you. But perhaps at a price.
The NFL is asking musical acts if they'd consider paying for the right to play during Super Bowl halftime show, The Wall Street Journal reports.

The NFL isn’t speaking on the subject. But from the NFL’s point of view, the Super Bowl may be gaining value as perhaps the biggest single-day media platform of the year. It's when 115 million U.S. viewers regularly tune in once a year, a number that has, for the most, climbed over the last several years.

Musical acts can’t get that kind of media platform anywhere -- not from other big-rated regular season prime-time TV shows -- which continue to see viewership erosion -- or new digital video platforms.

The report says the NFL is focusing on Rihanna, Katy Perry, Coldplay and Carrie Underwood as potential performers for the Super Bowl XLIX halftime show in Glendale, Arizona.

You might have been led to believe the NFL, which pulls in billions from its collective TV contracts, might have a little extra cash to pay for big time musical talent. That’s not the case.

Actually, the NFL doesn't typically pay artists who perform during the Super Bowl Halftime Show, but they do cover travel and production expenses, which can run close to $1 million.

Musical acts have become big brand seekers -- seeking increasingly more sustaining marketing opportunities. Digital media has changed much of this. This is a different mind-set for many, long removed from the serious “artists” mentality ensconced decades ago, who might regularly eschew such broad-based exposure.

Big Super Bowl musical names of the past: Michael Jackson, U2, Paul McCartney, The Rolling Stones, The Who, Madonna, and, of course, Janet Jackson/Justin Timberlake complete with their big time halftime wardrobe mishap.

If the NFL had to do it over again, would it ask these artists for some scratch?

Remember, it wasn’t that long ago when, in its early years, the NFL had college marching bands as half-time Super Bowl entertainment. Maybe to save money, it should go back to the likes of “Up With People.”

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3 comments about "Everyone Pays The NFL -- Even The Biggest Musical Stars?".

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Jim ORourke from The Integer Group, August 20, 2014 at 4:23 p.m.
The NFL has GOT to be kidding. Has it occurred to them that these musical acts are keeping a significant number of eyeballs from drifting away during halftime? Or do they think that the babbling boobs that are typically running their mouths during the break will maintain the same number of viewers? I guess if you think you can instigate a bidding war between Kanye and Weird Al, go for it!
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Paula Lynn from Who Else Unlimited, August 20, 2014 at 6:24 p.m.

What's a non profit expected to do ? Tska tska tska

Philip Lenoble, ph.d. from Executive Decision Systems, Inc, August 20, 2014 at 8:15 p.m.

When Superbowl occurs..no NFL fan is going to leave TV during halftime other to get a drink or more food to eat. I have attended each Superbowl ever since the 80s and behavior doesn't change much. Yes ..there may be less attention to the TV with more interpersonal interaction amongst friends & family...but if there is worthy entertainment eyeballs are fairly focused on the TV at home...even less however at bars and clubs. Top entertainers who earn millions of dollars yearly should contribute to the NFL for the right to sell their new albums, viz CD purchases...video streams, downloads to the millions watching adding hundreds of thousands and millions of incremental income to their bank accounts. The privilege of reaching a vast audience of 100 million homes should have a tariff paid by artists, thus enabling the NFL to provide better medical/psychiatric assistance needed by its membership.