Leveraging Exposure: The Art of Usher’s Super Bowl Performance and its Resonance with Personal Health and Wellness

In the spectacle of the Super Bowl halftime show, the spotlight shines not only on the athletic prowess of football players but also on the electrifying performances of renowned artists. Apple Music struck a $50million deal with the NFL to sponsor the halftime show, the absence of a pay check for artists like Usher might seem perplexing at first glance. However, delving deeper into the dynamics reveals a strategic play that intertwines seamlessly with personal health and wellness objectives.

 

At the heart of this symbiotic relationship lies the concept of exposure. Usher, along with a line up of iconic musicians before him. Musicians who also were not paid included

Prince

Beyonce

Justin Timeberlake

Dr Dre

Michael Jackson

Rhianna

 

These artists have forgone a traditional performance fee to capitalise on an unparalleled platform that the Super Bowl offers. The Super Bowl viewership is over 115 million, it provides an incomparable opportunity to showcase not only their talent but also their brand to a global audience.

Brands will spend $7 million dollars for a 30-second ad campaign but Usher? Well he gets an uninterrupted 13-minute commercial free slot to promote himself & his brand.

And the data backs it up.

• Justin Timberlake saw a 534% increase in music sales after Super Bowl 52.
• Travis Scott’s performance fee doubled from $500,000 to $1 million after Super Bowl 53.
• Jennifer Lopez and Shakira gained 3 million Instagram followers after Super Bowl 54.

Rihanna’s numbers were mind-blowing, too:

• No. 1 most-streamed artist globally
• 17 songs in the Top 40 on Spotify
• Gained 3 million Instagram followers
• Fenty Beauty searches were up 833%

Even crazier, Rihanna’s performance had more viewers (118 million) than the game (115 million) averaged.

So it’s no surprise Usher has a few tricks up his sleeve.

Usher signed several endorsement deals and will even be in a commercial.

And Usher’s big play is promoting his upcoming tour. Stubhub says artists typically see a 50% increase in concert ticket searches after performing at the Super Bowl, and The Weekend sold 1 million tickets after his performance.

That’s why Usher announced a 24-city arena tour yesterday, with tickets going up for sale immediately when he steps off stage.

In a world where personal well-being extends beyond physical health to encompass mental and financial stability, Usher’s decision underscores a nuanced understanding of success. Rather than solely chasing immediate monetary gains, he leverages this exposure to bolster long-term prospects. This aligns with a fundamental aspect of personal wellness – seeking sustainable growth and fulfilment rather than short-lived gratification

Moreover, the Super Bowl stage serves as a catalyst for multifaceted benefits. Beyond boosting album sales and streaming numbers, artists strategically utilize the spotlight to propel ancillary ventures. Usher’s upcoming album release, “Coming Home,” strategically timed just before his performance, exemplifies a calculated move to harness the momentum generated by the Super Bowl buzz. Such endeavours not only contribute to financial stability but also foster a sense of purpose and achievement – integral components of holistic well-being.

The synergy between Usher’s performance and personal health extends further to the realm of mental wellness. By embracing the opportunity to connect with millions of viewers, artists tap into a profound sense of purpose and creative expression. The intrinsic joy derived from sharing their craft on a monumental platform resonates deeply with principles of mental well-being, emphasising the importance of meaningful engagement and self-expression in cultivating a balanced life.

Furthermore, the strategic alignment of Usher’s performance with his upcoming tour exemplifies a holistic approach to wellness that transcends the confines of traditional boundaries. Recognizing the interconnectedness of various facets of life, from career endeavours to personal aspirations, Usher capitalises on the Super Bowl stage to amplify his message and catalyse transformative outcomes.

In essence, Usher’s decision to forgo a performance fee at the Super Bowl epitomises a paradigm shift in the pursuit of success, one that intertwines seamlessly with principles of personal health and wellness. By prioritising exposure and long-term growth over immediate financial gains, he embodies a holistic approach to fulfilment that transcends conventional metrics of success. As we navigate the complexities of modern life, Usher’s strategic play serves as a poignant reminder of the intrinsic connection between personal well-being and the pursuit of purpose-driven endeavours.

 

NB: Stats are credited to Joe Pompliano