The NFL’s Super Bowl halftime show is not a political statement? How did we get here? The road to brand building is littered with celebrities and corporations who misjudge their target, thinking they have enough political oxygen to bend minds in their favor.
Last August, we wrote about a litany of business blunders that stalled or derailed big business. In the fall, a column warning music brands to stay in their lane to meet expectations contained examples of celebrity missteps that fumbled careers.
To understand the importance of a Super Bowl halftime show and what it means to the NFL brand, let’s take a look in the rearview mirror.
The Super Bowl halftime show has become more than just a simple intermission pause. It is now one of the most anticipated cultural events of the year. It attracts global attention and starts conversations. What once featured marching bands and local performers now showcases world-renowned artists. The performances draw staggering audiences, occasionally eclipsing even the game itself while defining careers.
Michael Jackson’s 1993 performance became the benchmark. The halftime show cemented itself as a powerful platform where entertainment and cultural dialogue clash on a world stage. Super Bowl halftime shows long ago typically featured marching bands, collections of oldies performers, and variety-themed concerts that oozed sunshine pop and musical mayonnaise. They were far from creating a political stir.
Let’s take a brief historical trip to demonstrate just how big this moment has become.
In 1980, Up With People provided the anthem as a salute to the Big Band Era. The Pittsburgh Steelers defeated the Los Angeles Rams by a dozen points in Pasadena. The halftime performance toasted the Big Band era with swing-era jazz and popular tunes of the 1940s. A large ensemble group called Up With People performed, simply singing and dancing with zero fireworks.
1987 featured a salute to Hollywood’s 100th anniversary. The New York Giants defeated the Denver Broncos by almost three touchdowns, while the halftime show proved forgettable. Produced by Disney, the USC and Grambling State marching bands took to the field playing TV theme songs like the western Bonanza while accompanying Hollywood legends George Burns and Mickey Rooney.
Then came 1993 and the King of Pop, Michael Jackson. On the field, the Dallas Cowboys slammed the Buffalo Bills by 35 points, while the halftime show made history. Widely credited with transforming halftime into a must-see concert event, it marked the first time a Super Bowl halftime show drew a larger audience than the first half of the game. Michael Jackson made a dramatic entrance with a medley of his hits, capped by “We Are The World” alongside 3,000 members of Los Angeles-based children’s choirs.
U2 captured the attention of the world following September 11 in New Orleans. The New England Patriots beat the St. Louis Rams on a last-second field goal by future Hall of Famer Adam Vinatieri, launching the Patriots’ run of six Super Bowl victories. With U2 on the field at halftime, the show became one of the most emotionally resonant in Super Bowl history. Celebrating the United States and saluting the victims of 9/11, the BBC, Variety, and Billboard all rank it among the greatest halftime shows ever.
The NFL would later settle into a succession of classic rock and classic hits, safe and on-target favorites, in the following years.
Do you recall No Doubt, Shania Twain, and Sting? How about Janet Jackson’s wardrobe malfunction?
Paul McCartney, The Rolling Stones, and Prince all took the stage at the biggest game of the year. Tom Petty & The Heartbreakers and Bruce Springsteen with his E Street Band entertained the globe.
Last year’s Kendrick Lamar show was the most-watched halftime show in history, a monumental feat considering his lack of mainstream radio play and limited household recognition. Within the musical environment of the NFL, he was hardly a top-of-mind choice.
Which brings us to Sunday’s performance. Bad Bunny is no stranger to Super Bowl halftime hype, having appeared in Jennifer Lopez’s 2020 halftime show alongside Shakira.
Plenty of Super Bowl milestones were set Sunday, including the first Spanish-language performer to headline. Supporters point out that he has sold more than 100 million records worldwide, which is true. However, fewer than five million of those have been sold in the United States.
The unnecessary backlash included a group of American artists staging their own All-American Turning Point USA event, led by Kid Rock and supported by a handful of country artists. The insinuation was that Bad Bunny is not American, despite the fact that he is Puerto Rican and American. That show aired across various social media platforms including The Daily Wire and YouTube.
When the ratings arrive for this year’s Super Bowl, does it matter if fewer viewers stayed for the halftime show? No. The National Football League is a $20 billion annual revenue generator with more than enough brand oxygen to survive what might be perceived as a fumble in halftime selection.
Still, the question remains. Why leave your lane? International appeal? Certainly. Pushback from core fans? Also certain. People love the familiar. The proof lies in the Super Bowl marketing pudding.
During the game, commercials leaned heavily on universally recognized hits to promote products. Those song snippets included everything from Bon Jovi to Queen and House of Pain. When you are paying $9 million for a 30-second Super Bowl spot, you had better attach your brand to a familiar aural activator.
Not Bad Bunny.
As for the Bad Bunny Super Bowl halftime show, the visuals were entertaining, and the set list featured international hits including Titi Me Pregunto, Yo Perreo Sola, EoO, and NUEVAYol.
The performance also included assists from Lady Gaga, Liam Ramos, and Ricky Martin. Was it a great halftime show? Perhaps. Did it belong in the Super Bowl? You decide.
Social media lit up with polarizing reactions, as expected. Truthfinder declared, “It sucked – give us Zach Bryan,” while RaginCajin countered, “He killed it. Great halftime show.” Thousands of other opinions followed.
The flip side of what the NFL attempted is simple. Play to your core. Enhance the brand, not disrupt it. Next year, NFL executives would be well served by walking the tailgate acreage of Lucas Oil Stadium, Soldier Field, or Levi’s Stadium. Listen to what pours out of speakers before kickoff.
You will hear The Rolling Stones, Bruce Springsteen, and Tom Petty. Add AC/DC, Bruno Mars, and Bon Jovi. Throw in The Zac Brown Band, Jason Aldean, and Thomas Rhett, all of whom have sold millions more records in America than Bad Bunny.
Dear NFL — The Eagles.
Before they retire.
That’s the halftime show at SoFi Stadium next February.
You’re welcome.
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
