Fans were shocked to discover that the Grammy winner did not cash in on one of the biggest performances of her career to date, with up to 100 million people tuning in from all over the world to watch.
One wrote online, “This is crazy and idc about all the money it will bring because you did the show. You’re gonna have some watching the game specifically for her halftime show. Some might be attending the game just to see her for 13 minutes.”
Another added, “In some cases exposure is better than $$, but all of the SB halftime performers already have a global audience lol. Pay these people!!”
Entrepreneur and investor Joe Pompliano explained that artists performing at the Super Bowl get a $15 million (NZ$23m) budget to spend on production - enough for “2000 to 3000 part-time workers, including set design, security, dancers and marketing”.
But he added that it’s not necessarily enough for artists who want their shows to be as memorable as possible.
The Weeknd, who performed at Super Bowl LIV, is said to have spent $7 million (NZ$11m) of his own money on the performance, similar to the amount spent by Dr. Dre on his Super Bowl LVI show.
However, as Pompliano pointed out, these artists get the audience exposure for free.
“While brands spend $7 million for 30-second commercials during this year’s game, Rihanna will receive a 15-minute commercial for free,” he explained.
Rihanna herself earlier said that her decision to perform this year was inspired by her almost one-year-old son.
She said at an Apple Music press conference: “It is important for me to do it this year. It is important for representation, it is important for my son to see that.”
