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Under her umbrella: Why is Rihanna actually performing at the Super Bowl, and for free? - Walla! sport

2023-02-12T11:04:09.918Z


Although she previously stated that she would not perform at the Super Bowl, Rihanna will star at the halftime show in Phoenix. U-turn or is there a valid reason? Alon Kramer, a senior executive in the NFL, with the story


So suddenly doing what she promised not to do?

Rihanna (Photo: GettyImages, Mike Coppola)

The American football season is coming to an end, and preparations are underway for the big Super Bowl game where the league champion will be decided.

Traditionally, in the final game, every minute is accompanied by huge celebrations, expensive advertisements and an expensive show centered on the famous halftime show.

Every year the event attracts the most talented artists and musicians in the world, and last year a series of rappers led by Dr. Dre and Snoop Dogg excited the crowd in Los Angeles. A big surprise was recorded when it was announced that the one who will perform this year is none other than the Grammy winner Rihanna who is returning to the stage for the first time since Six years, and the expectations are sky high!



Rihanna previously stated as a sign of protest that she would not perform at the Super Bowl and expressed support for the African-American football players who claimed unfair treatment from the police and a lack of support from the league administration.

This protest culminated in the players kneeling during the playing of the American national anthem.

But recent steps the league has taken to improve and strengthen social justice have led to renewed interest on the part of Rihanna and rapper Jay-Z, who heads the Rock Nation agency to which the singer is signed.



A performance at the Super Bowl is the wet dream of every top singer in the world, which gives him an official stamp as a first-class artist.

After Jennifer Lopez and Shakira's halftime show about two years ago, about 100 million followers were added to J-Lo's Instagram account and Shakira's songs jumped to the top of the playlist on Apple Music.

The performance is so important to the artists who are willing to give up their salary, and ask the league to invest the money earmarked for them in the show in order to make it unforgettable.

Considering that each 30-second commercial in the Super Bowl is estimated to be worth about 7 million dollars, the value of the exposure that the artists receive during the 14 minutes of the performance exceeds all imagination.

This year's show, which will be sponsored by Apple Music, which paid about 30 million dollars, is expected to return Rihanna and her songs to the center of things and to the top of the charts.

They didn't get any money from the league, but they earned a lot.

Eminem and Dr. Dre last year (Photo: Reuters)

This is the reason why Rihanna will not receive a single dollar (!) for her performance: not only because she is a billionaire (according to "Forbes", her fortune is estimated at 1.4 billion dollars) - but because of the monetary value of the performance.

As mentioned, this year the number of viewers is expected to reach 192 million.

When Lady Gaga took the stage in 2017, sales of her albums and songs increased by 1000%.

Jennifer Lopez gained 2.3 million new followers on social media after she and Shakira hit the stage in 2020.



Last year's performance featured Dr. Dre, Snoop Dogg, Mary J. Blige, Kendrick Lamar, Eminem and 50 Cent, and each received a huge boost. The week after the Super Bowl, Dr. Dre saw a 183% increase in sales The albums and a 105% increase in plays.

Blige's album sales jumped 999 percent during that time, and Snoop Dogg's sales rose 361 percent.

The production itself continued to garner praise long after the big game was over: It was nominated for five Emmys and won three, including a win for best live special, the first time the Super Bowl halftime show had ever won that honor.

For Rihanna, who already has nearly 250 million followers on Twitter and Instagram, the Soft Bowl performance is her chance to reconnect with her audience after years of not performing on stage.

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Alon Kramer (photo: courtesy of the photographer)

The grandiose halftime show, which will take place on Sunday at the stadium in Phoenix, has been produced by the media arm of the Football League for about six months.

The magnificent show won the Grammy Award for the first time for the performance of Dr. Dre, Snoop Dogg and Eminem last year. The process of selecting the singers includes many considerations regarding popularity and connection to the audience and the host city. Negotiations with the artists begin in the summer months and the final contract is signed at the latest in September when every detail is taken Rehearsal dates, public relations, insurance in case of an accident or cancellation, broadcasting rights and even a ban on appearing on television for about 3 months from Thanksgiving at the end of November until the Super Bowl.



Besides Rihanna and her team, there are many professionals who prepare together for the event: producer, director, choreographer, dancers, dressers, stage managers, lighting, music and technology manager, security and more.

The corona protocol is still in effect and all staff members are required to pass tests and work with masks.

At the beginning of the preparations for the show, the order and length of the songs is determined, and in addition, copyright approval is required if pieces by other artists are included.

In the past, Dr. Dre borrowed a Tupac piece, Shakira used Led Zeppelin, and Jillo added a Bruce Springsteen piece. The rehearsals themselves begin about a month before the performance and all the singing and music sections are recorded in case someone can't make it to the rehearsal.



The work on the show requires precise coordination between many factors.

The lighting of the show depends on the weather conditions, the time of sunset and the length of the first half of the game, which may be extended.

The stage pieces are put through the actors' tunnels into the grass and the size and weight of each piece is checked in advance, even the type of shoes of the dancers.

The stage team trains on the speed of the assembly job and manages to reduce the time required for this from an hour and a half the first time to only about 6 minutes.

Last year, several cars were brought onto the field and the wheels had to be checked and made sure there were no oil or water leaks in order to ensure the integrity and integrity of the grass.



The tests are so strict that they even look to see if one of the dancers dropped an earring that was left on the grass at the end of the rehearsals.


On television and social media you can already watch teasers and promos for Rihanna's appearance.

In the coming days, the final preparations at the "State Farm" stadium in Arizona will come to an end and a big press conference with the participation of Rihanna will be held for the audience and the media.

Estimates are that the Super Bowl game and the halftime show will be watched this year by a record number of 120 million television viewers in the United States, one out of every three people.

Whether you are a sports fan or not, this show will be worth watching.



The writer has been a senior executive in the management of the American Football League, the NFL, for the past three years.

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Source: walla

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