Streaming and social distancing: What to expect from the Super Bowl halftime show in the shadow of COVID-19
This year’s Super Bowl halftime show will look a little different due to COVID-19.
For the first time in the game’s 55-year history, the halftime performance will take place in the stands rather than on the field, as the NFL enacts strict anti-coronavirus procedures to keep coaches and players from potentially contracting the virus.
The performance, which usually takes the work of 2,000 - 3,000 people to pull off, will now only have the help of about 1,050, according to The New York Times.
In addition to that, the NFL is only allowing 22,000 fans into the stadium in Tampa—one-third of its normal 65,000-seat capacity.
The NFL, which famously does not pay its halftime performers, still covers expenses and production costs — which could amount to well over $10 million for the 10-15 minute concert slot.
In an interview with Billboard, singer The Weeknd revealed he’s putting up an additional $7 million of his own money to ensure that the show is as strong as it can be — despite the unique pandemic challenges.
“We’ve been really focusing on dialing in on the fans at home and making performances a cinematic experience, and we want to do that with the Super Bowl,” The Weeknd told Billboard.
The singer’s upcoming performance is the second consecutive Super Bowl halftime show co-produced by rapper-turned-billionaire businessman Shawn “Jay-Z” Carter, and his entertainment media company, Roc Nation.
The alliance represents a conscious effort by the NFL to improve its reputation and burnish its social justice bonafides, after the league took heavy criticism for its handling of former San Francisco 49ers quarterback Colin Kaepernick and his 2016 “take a knee” movement.
Last year’s halftime performance with Jennifer Lopez and Shakira, which drew in 102 million viewers, was the first time two Latina women headlined the monumental event.
This year, The Weeknd will be the first Black artist to lead the halftime show since Roc Nation entered its NFL partnership in 2019.
A boost from streaming
Despite the fact that artists don’t receive a paycheck, the post-performance surge is well worth it.
Jennifer Lopez and Shakira saw sales increase 1000% following their performance last year with over 16,000 digital downloads. Meanwhile, Lopez’s Spotify streams soared 335% (SPOT)
In 2019, Maroon 5 saw a sales spike of nearly 500% following the group’s Super Bowl LIII performance, according to Nielsen.
Similarly, Justin Timberlake’s same-day music sales jumped 534% after his 2018 show, while Lady Gaga’s digital catalogue surged above 1000% the year prior.
Alexandra Canal is a producer & entertainment correspondent at Yahoo Finance. Follow her on Twitter @alliecanal8193.
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