Bruno Mars rocketed his career to another planet last winter, using the Super Bowl XLVIII halftime show as a launching pad. The Hawaii native lit up the chilly northeastern night with a sizzling drum solo, blazing dance moves and a duet with the Red Hot Chili Peppers.
Like U2, Madonna, Michael Jackson and many other superstars before him,
No doubt boosted by attention received at the big game, Mars pulled in $60 million this year—easily the best total of his career and nearly eight times the $8 million he earned in 2011, the first year we measured his earnings. So it’s easy to see why he said yes when the NFL came calling.
“It’s definitely something on a bucket list,” he told FORBES before the show. “It’s the biggest stage ever. It’s something you’re not gonna say no to.”
This year’s prospective performers may be singing a different tune, however. Earlier this week the Wall Street Journal reported the NFL is now trying to convince acts to pay for the privilege of playing the halftime show, either by forking over a percentage of subsequent tour income or by making “some other type of financial contribution.”
According to the story, the NFL has contacted three candidates—Katy Perry, Rihanna and Coldplay—but the reception wasn’t warm. That makes plenty of sense. Those three acts combined to earn well over $100 million last year without having to pay for a 12-minute commercial on the world’s biggest stage.
Representatives for the three acts did not respond to requests for comment, while NFL spokesperson Joanna Hunter focused on the show itself.
“Our only goal with the Pepsi Super Bowl Halftime Show is to put on the best show for the millions of fans who watch,” she said. “Our contract arrangements with artists are confidential.”
Industry sources say the moves are part of the NFL’s attempt to defray the growing costs associated with the production. Estimates of the total vary widely, from the high six figures to as much as $10 million. When one factors in the cost of rehearsals, travel and lodging for the artists and their entourages, the higher end of the spectrum seems most likely.
Playing the halftime show is certainly a valuable proposition for any act. Mars’ Unorthodox Jukebox shot from No. 7 to No. 3 on the Billboard 200 as sales soared 92% to 81,000 in the week after last year’s Super Bowl performance. The year before, Beyoncé’s album 4 saw a 59% increase in unit sales after her halftime show.
But playing a free show is also a financial sacrifice for stars of that ilk, who can easily command multimillion-dollar nightly guarantees on the road. And while the Super Bowl bounce is undeniable, the effect isn’t as important for a touring artist whose concerts are already sold out.
Those realities, coupled with the rock star egos in the mix, make the NFL’s rumored plan a tough sell for the sort of A-listers the league has attracted in the past.
“I don’t think you’re going to get that caliber of act—the Rolling Stones, U2, Springsteen—to pay to play,” says Gary Bongiovanni, editor of concert data outfit Pollstar. “There’s no doubt there are acts out there that would pay for exposure, but I think that’s the wrong message for the NFL to send.”
The Super Bowl halftime show has been a marquee music event ever since Michael Jackson revolutionized the broadcast with an electric set that kept viewers glued to televisions around the country even as the Dallas Cowboys dismantled the Buffalo Bills in 1993.
As I reported in my new book, Michael Jackson, Inc, the NFL brought in the King of Pop after millions of viewers fled a 1992 show featuring Gloria Estefan, Brian Boitano and Dorothy Hammill in favor of a special episode of In Living Color. The debacle had caused a ten-point dip in Super Bowl ratings, something the league was keen to avoid.
If the league scares off the biggest acts, some observers believe it could set the halftime show back to the pre-Jackson days.
“Yes, 100-plus million people tune in worldwide, but many could care less about the game,” says Daniel Bruton, a sports business professor San Diego State and President of SportRx. “A large percentage of those watching want to see the commercials and a great halftime show. If the halftime show doesn't deliver, those viewers will tune out. If viewership goes down, then the prices charged for advertising will also decrease. It’s a domino affect that the league can’t let happen.”
Would Mars have played last year’s show if he’d had to pay for the opportunity? His manager, Brandon Creed, responded only by saying: “Working with the NFL was an extremely collaborative and positive experience for everyone involved and we’re grateful for their support and the opportunity.”
In light of the recent indignation over the NFL’s plan, however, it seems Mars’ peers may not have to worry about such a dilemma. The league is as wealthy as ever, and risking any element of the big game's status over a few million dollars seems unlikely.
“The initial reaction to this has been very negative,” says Bruton. “The NFL doesn't like negative publicity. My guess is that this will go away quietly.”
For more on the business of music, check out my Jay Z biography Empire State of Mind and my new book Michael Jackson, Inc. You can follow me on Twitter & Facebook.
