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How Usher turned his free Super Bowl performance into a cash cow
Usher makes Super Bowl history with the most-watched halftime show ever, captivating 123 million viewers.
It was a historic night for Usher, who delivered the most-watched Super Bowl halftime show ever.
The R&B legend captivated 123 million viewers with his dazzling performance at the packed Allegiant Stadium in Las Vegas. But, Usher did not get paid for his 15-minute spectacle, which is the norm for Super Bowl performers.
However, the NFL covered all the costs related to the show, such as travel and accommodation.
An NFL spokesperson said that the league also pays the performers “union scale”, which is much lower than the usual fees they command. But Usher did not need money to benefit from his Super Bowl appearance.
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How Usher leverage his exposure?
He gained massive exposure, which boosted his album sales and streaming numbers.
This is a common trend for artists who play at the Super Bowl.
For example, Lady Gaga saw a 1000% increase in her ticket and record sales after her 2017 show.
Rihanna also experienced a 640% surge in her Spotify streams after her stunning performance last year.
Usher has been a successful singer and songwriter for three decades, winning eight Grammys and selling over 80 million records worldwide.
But his Super Bowl gig gave him a new level of popularity and revenue.
According to Front Office Sports, Usher’s exposure value from his show was estimated at $52,479,822.
This figure was calculated by Apex Marketing Group, the same firm that valued Taylor Swift’s brand impact on the NFL and the Chiefs at $331m.
Usher wasted no time in capitalizing on his exposure.
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He dropped his ninth album ‘Coming Home’ on the Friday before the Super Bowl.
By Monday, the album was second on the iTunes and Spotify charts globally, beating Coldplay, Adele, and Taylor Swift.
Usher also has a fortune from his smart investments and endorsements.
In 2005, he bought a 1% stake in the NBA team the Cleveland Cavaliers for about $9 million, according to Forbes.
The Cavs are now worth $3.35 billion as of October 2023, which means Usher’s net worth is close to $200m.
