Why JLo and Shakira Will Earn $0 for 2020 Super Bowl Halftime Show

Journalist:
September 26, 2019

Jennifer Lopez and Shakira have locked down the 2020 Pepsi Super Bowl Halftime Show. The two Spanish and English language pop-music superstars will perform the show at halftime on Feb. 2, 2020 at Hard Rock Stadium in Miami Gardens, Fla. The NFL, Pepsi, and Roc Nation thrilled fans with the announcement Thursday.

In a statement, Todd Kaplan, Pepsi’s vice president of marketing, said:

“These two remarkable artists are setting a new precedent for what this show can become, and we’re confident that this will be an incredible performance for the ages.”

Shakira posted an epic Super Bowl halftime show hero shot on the Gram:

And JLo posted, “This is happening. 🌎 02.02.20”

But don’t expect Shakira to make a big windfall to catch up on her overdue taxes in Spain. And don’t expect JLo to outshine her earnings from this month’s box office hit film, “Hustlers.” For performing in one of the highest-rated live entertainment events on television, the two superstars will earn exactly $0.

The NFL Doesn’t Pay Super Bowl Halftime Performers

Don’t worry. Pepsi and the NFL aren’t being unfair to JLo and Shakira. As a longstanding policy, the NFL pays for all the multi-million halftime show production costs but doesn’t pay a fee to performers. So top-billed musical talent such as Justin Timberlake, Lady Gaga, and Bruno Mars have done the show without pay in recent years.

Per The New York Times in 2010:

“The N.F.L. does not pay an appearance fee, though it does cover all of the expenses for the band and its often ample entourage of several dozen stagehands, family and friends.”

They Even Thought About Charging Performers

That’s because the exposure from a Superbowl halftime performance amounts to millions of dollars worth of free advertising for the artists. Those artists fortunate enough to achieve this career pinnacle see “double- and triple-digit percentage spikes in the consumption of their music” after each Super Bowl game, according to Forbes.

Because the coveted live entertainment slot is so lucrative, the NFL even tried charging performers to do the Super Bowl halftime show in 2015. The eventual pick for that year, Katy Perry, put a quick end to that notion. She refused to pay to play, pointing out that it would appear that she bought her way on stage. She wanted to be picked on merit, not on willingness to pony up.

This article was edited by Gerelyn Terzo.

Last modified (UTC): September 27, 2019 10:27

Wes Messamore @thehuli

Living in Nashville, Tennessee, United States (since 2001). Bachelor of Business Administration from Belmont University in 2009 (majored in Entrepreneurship). Organized Senator Rand Paul's first and second online fundraisers in 2009. Got the highest-paying non-profit internship in Washington DC in 2010. Roving editor for the Independent Voter Network. Applying economic principles, I accurately predicted the effect of cannabis legalization on drug-related violent crime in 2010. Email me | Follow Me on Twitter (followed by: fmr Rep. Ron Paul (R-TX), Sen. Rand Paul (R-KY), fmr NM Gov. Gary Johnson, and Rep. Thomas Massie (R-KY))