And it is that time of the year again! Some fans will be disappointed that their favorite artist did not get selected to perform at the Super Bowl, while some will be on cloud nine. In a series of several videos featuring superstars such as Kim Kardashian, Odell Beckham Jr., and Deion Sanders, the NFL announced to the world that the 8 Grammy Awards winner, R&B singer Usher will be performing at the Super Bowl LVIII at Allegiant Stadium. But some fans are a tad bit disappointed. With all the buzz around the Travis-Taylor link-up, people were almost sure that she would be the headline performer.

But before we delve into why or why not (keep guessing) Taylor Swift might have been a better choice, it is necessary to understand why the Super Bowl is such a big deal and who even gets to decide who will perform.

Super Bowl performance is a once-in-a-lifetime opportunity

The Super Bowl Halftime Show is one of the largest live music performances in the world, performed during the 12-minute halftime of the Super Bowl Championship. But the show usually extends to 20 – 30 minutes. The Super Bowl LVII drew a record 121 million viewers. Celebrities who have performed at the Super Bowl include Rihanna, Shakira, Katy Perry, Lady Gaga, Justin Timberlake… basically the who’s-who of the American music scene. Super Bowl does not generally invite the same performer more than once. There is a huge market for the number of eyeballs that the Super Bowl draws and according to Forbes, a 30-second Super Bowl ad costs $7 million.

The NFL does not pay these artists to come perform at the Super Bowl. They just take care of the artists’ production costs. Wondering what’s in it for them? The exposure they get makes it a highly coveted position. Spotify reported that JLo and Shakira saw a 335% and 230% increase respectively in their streams. Justin Timberlake increased his popularity by 534% after his 2018 performance. It’s kind of a big deal. So, who gets to choose who will perform?

Read more: Amid Usher’s Big Promise, Taylor Swift Fans of NFL Has No Reasons to Celebrate Super Bowl Half-Time Spectacle

The NFL takes into account the artists’ overall performance, appeal among the American audience, and their musical genre. They start with a list of popular artists who have the broadest appeal and then pass on that list to the town hosting the Super Bowl that year. The host town then takes the final call. I’ll ask the uncomfortable question – Is Usher relevant enough to perform at the Super Bowl?

Swift-ies vs. Usher-something?

Usher’s last album came out in 2016. The last time he won a Billboard award was in 2011 and a Grammy Award in 2013. It’s understandable that it comes as somewhat of a shocker when he was announced as the headline performer. The last we saw of him was in 2022. He performed a concert for NPR’s Tiny Desk which was viewed over 18 million times on YouTube. How does Taylor Swift’s resume look against his?

Her latest album, 1989, was released this year. She has won 12 Grammy Awards, winning her latest in 2023. Her Eras tour, where Travis Kelce tried to approach her, recorded a revenue of over $1 billion! And yeah, let’s not forget the Ticketmaster site crash amid unprecedented demand among fans as Swift made a comeback in her first trek after a 5-year-hiatus! She’s been in the news so much lately that according to the Daily Express, “Usher was a bit disappointed that his announcement was and has been overshadowed by all the Taylor and Travis news.” And there are over 100 million self-identifying Swifties all over the world. Last we checked, Usher fans don’t even have a name for themselves.

If one goes by the recent Taylor Swift-Travis Kelce fandom, it is fair to suggest that it is a missed opportunity for the NFL to benefit from Taylor’s popularity and break all viewership and revenue records. And if the Kansas City Chiefs also manage to make it to the finals, it would be the cherry on top of the cake. The Chiefs Tight End’s rumored girlfriend performing at halftime while her boyfriend grinds it out on the gridiron? That would make for one hell of a story. *sigh* Maybe next year.

Editorial Disclaimer: The views expressed are those of the author and do not necessarily reflect the views of EssentiallySports. 

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