The New England Patriots will square off on Sunday against the Seattle Seahawks in Super Bowl LX. For hundreds of millions of viewers watching, they won’t only be paying attention to the game. There’s also the Super Bowl Halftime Show.
We live an era where music discovery has become so algorithmic-infused, AI-directed, and at times overly personalized. The Super Bowl halftime show might be the last true shared music experience left. Sure, album drops, viral TikTok moments, and more can be popular. That doesn’t necessarily mean they are shared.
The expected 100+ million viewers who will be watching Bad Bunny perform on NBC aren’t tuning in because they necessarily enjoy the Latin reggaeton superstar’s music. They are watching because it is a moment that everyone can collectively share.
Make no mistake about it, the Super Bowl halftime show is still the ultimate next morning, watercooler talk moment. It is something everybody still loves to take part in regardless of the topic. As long as you give them a good enough reason to. Many valuable lessons and opportunities can come from this week for music radio programmers.
With a live music resurgence and a Gen-Z/Millennial-led movement craving more live music experiences, the music broadcast industry should take note of the various ways this year’s halftime show resonates beyond just the live broadcast itself.
Politics aside, Sunday’s halftime show is the perfect opportunity for radio and streaming platforms to be part of the conversation. Not only in the moment but also leading up to it and especially afterwards.
Super Bowl Opportunity
In recent years, the Super Bowl has grown beyond just the game itself. It’s the spectacle involving sports, music, and culture, with the guaranteed delivery of trending moments that channels and platforms can leverage to maintain relevance.
Westwood One made headlines last year when it announced it would be broadcasting the Apple Music Super Bowl Halftime Show live. The result was successful enough that the network will once again air this year’s halftime show with SiriusXM also jumping on board.
Both examples signify that programmers believe the halftime show is important enough to stand on its own as a programming element. If national networks see its value, local music programmers should ask themselves how they can be part of the conversation and the content that comes with it.
Last year’s Halftime Show featuring Kendrick Lamar spiked to 130+ million viewers at one point. Immediately afterward, not only did the rapper’s streaming numbers shoot up, but so did those of similar artists.
The halftime show buzz surrounding it allows casual listeners to engage with the music while becoming more active participants. It also gives legacy artists an opportunity to be rediscovered.
Things To Consider
As a radio programmer this week, have you created content that drives the halftime show conversation? Even if your station’s format doesn’t play Bad Bunny’s music, there are still ample opportunities to expand on the halftime show hype.
Did you create a block of programming focused on previous Super Bowl halftime performers? Regardless of format, most stations can find former halftime show artists that fit their genre.
Have you posted on social media asking which artist your audience would want to see perform next? Did you turn that conversation into a poll with a ‘Top 3’ while also promoting it on air?
Do you plan on being active during the game itself? Anything from covering commercials and other trending moments. Are you promoting a live discussion on your station’s Instagram page immediately after the halftime show?
For some stations, perhaps you will want to pay attention not only to Bad Bunny’s performance but also to the recently announced Turning Point USA’s All-American Halftime Show. The counter programming will feature Kid Rock, Brantley Gilbert, Lee Brice, and CMA 2021 New Female Artist of the Year winner Gabby Barrett.
You should be actively placing your station or on-air talent in the conversation, especially during the biggest shared music moment in the world. How can you expect your audience to stay engaged if you’re not meeting them there?
A simple photo of Bad Bunny on social media and asking for feedback isn’t enough. In this day and age, if you treat your audience like fools, they will treat you like one.
Shared Moments Turned Local
The fact that sports radio brands like Westwood One and SiriusXM have chosen to carry the halftime show underscores its importance not only as a visual experience but also as an audio moment. What’s interesting is that while sports radio recognizes the significance of music, the music industry itself has largely moved in the opposite direction.
Further fragmentation, driven by algorithms and playlists, has all but eliminated appointment listening moments. But that doesn’t mean it has to be that way, especially on a local level.
The Super Bowl Halftime Show remains one of the few truly shared music moments in the modern landscape. It also provides broadcasters and programmers with a unique opportunity for engagement, conversation, and a litmus test for future programming decisions.
Your audience will be watching the Super Bowl. Leverage that many will also be using social media during the game and the halftime show to your station’s advantage.
See what works and what doesn’t. Most importantly, listen to what your audience is telling you.
Then figure out how you can create your own localized shared music moment. You may not have 100 million people listening, but 10,000 energized and engaged fans can work just as well.
The audience will always care if you give them a reason to.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
‘Gunz’ has been a staple in the music, sports and news industry for over a decade. From his first on-air appearances on MTV and FUSE television as a teenager to broadcasting nationally with Don Imus, to most recently hosting the Vans Warped Tour on Amazon Music, he has become one of the industry’s most insightful and trusted voices. As host of idobi Radio’s ‘The Gunz Show’ (80K+ Weekly Listeners) for the last fifteen years, Gunz has built a reputation for Breaking Bands and Breaking News, including notable debut interviews from bands such as Twenty One Pilots, Cobra Starship, fun., and viral interviews with artists such as Machine Gun Kelly, All Time Low and The All American Rejects. Whether it’s hosting red carpets or exclusive sit-downs with media’s biggest names from Clive Davis to Dana White, Gunz answers not only “What” is happening, but more importantly – “Why?” for programmers, publicists, artists, entertainers and fans alike.
