For fans wondering why musicians still want to book a spot for the Super Bowl halftime show, Justin Timberlake is Exhibit A. The pop star actually performed for free for the Super Bowl but there’s a method to the madness as proven by the sudden spike in downloads for his new album.
According to Nielsen, as reported by Forbes, the 2016 song “Can’t Stop the Feeling” recorded the most number of downloads at 8,000. The other tracks that also saw some uptick in sales were “Until the End of Time,” which was up 3,116%; “Mirrors” (+2,094%); and “My Love” (+1,187%).
The other songs include “Suit & Tie,” “Cry Me a River,” Rock Your Body,” SexyBack,” and “Filthy.”
Reportedly, Timberlake’s overall catalog was up 158% in terms of sales.
The NFL doesn’t really pay for the talent fee of the artists but the league does cover all the associated expenses in the production.
David Bakula, Nielsen Entertainment senior vice president of industry insights, said that there’s nothing like Super Bowl to give the artist exposure.
“It gives you the wide audience with great demographics,” he said. “It’s a way to reach people in a way you can’t get anywhere else.”
The first time that Timberlake performed 14 years ago, the wardrobe malfunction involving Janet Jackson overshadowed their electric performance. Both artists were not paid then, but the pop star still agreed to do a halftime show this time around, again for free.
According to the report from Forbes, the half-time gig is so valuable to the artists that the league tried to negotiate with Katy Perry’s team that they pay the league instead of the other way around. That’s a proposition rejected by the “Fireworks” singer.
“I don’t want an asterisk by my name for playing the Super Bowl for the rest of my life,” she said. “I want to be able to say I played the Super Bowl based on my talents and my merit, thank you very much.”