Who benefits from the Rihanna Super Bowl Halftime Show? with attracting 118 million global viewers

Rihanna just finished a 13-minute live performance at State Farm Stadium during halftime of the American Super Bowl. Unlike other famous stars who have performed, Riri has been in hiding for 6 years and this is her first live performance after all that time.

From a business perspective, performing at the Super Bowl Halftime Show, every minute, every second is money and clever promotional campaigns. More specifically, Rihanna’s appearance at this year’s show also marked many “firsts”, making the values the show brought even greater. Let’s see who will smile with satisfaction when the last lyrics of the song Diamonds ring out on the stage flying in the Arizona sky.

Apple Music and its Apple-esque “debut”.
Pepsi stopped sponsoring the Halftime Show in May 2022 after a decade of ups and downs. Apple Music became the next sponsor with a multi-year contract worth $250 million. Because it was an “introduction,” Apple made this event even more grand and impressive. It’s understandable because this is the first time a music-related company actually sponsors this show.

Tor Myhren, Apple’s vice president of Marketing, said the Super Bowl Halftime Show is probably the most valuable 12 minutes of media in the world. Now that glory belongs to Apple Music and Rihanna after many days of careful planning and promotion.

To achieve today’s results, Apple did not view Rihanna’s concert as simply an entertainment program but viewed it as Apple launching a new product. In that, the keywords will always be: Prediction, mystery and revelation.

Speculation has been going on since Rihanna posted a photo of herself holding a rugby ball on Instagram on September 22, 2022. From then on, the world started to get “excited” and focused all speculation on her appearance at the Halftime Show. No need to wait long, Apple Music released an official teaser about Rihanna’s appearance at the show and also revealed the event’s global press conference date as February 9, 2023.

And on the night of February 12, 2023, Apple Music’s “product” was officially launched and created a global media wave. Apple also took advantage of promoting its products throughout the time before the show. For example, they let fans sing along to Rihanna through new features in Apple Music Sing, allowed downloading Rihanna-themed wallpapers on Shazam, launched Halftime Hype Radio…

Fenty Beauty – “take a break to apply makeup”
Perhaps no one bets on whether Rihanna will bring Fenty Beauty on stage or not because it’s so obvious. In the middle of the performance, the female singer reapplied her makeup without missing a single step with products from the brand she founded. She also wore a new liquid lipstick called “MVP,” which was released during the live show.

As reported by Wwd, analysis showed that Rihanna earned $5.6 million in “Media Impact Value” for the Fenty Beauty brand in the first 12 hours after the show. According to Launchmetrics, the performance also helped raise $2.6 million for the Savage x Fenty clothing business. Social analytics company Brandwatch said mentions of Fenty increased by 717% on digital platforms such as Twitter and TikTok after the performance.

But to achieve this result, it took Rihanna and her team 10 years to build a cosmetics empire. This proves Riri’s dedication and seriousness in business, helping Fenty differentiate from some beauty product lines from celebrities that are facing many scandals on the market.

The joy of fashion brands
Rihanna returned to the stage wearing a custom-made outfit by British designer Jonathan Anderson (creative director of LOEWE). The costumes were inspired by flights and the stage for Rihanna’s Halftime Show actually floated in the sky. LOEWE received many compliments for its creation of a shiny chest armor as a highlight for the overall look.

Rihanna also wore a pair of low-top sneakers from the MM6 Maison Margiela and Salomon collaboration. Overnight, Google searches for the bright orange “Cross Low” sneakers spiked 4,000 percent, according to Google Trends data.