When the NFL announced at midnight ET that Apple Music was the new sponsor of the Super Bowl Halftime Show, Swift-iverse went on to further speculate that Taylor Swift The performer will be: Announced at midnight, Taylor released her new music at midnight (like 99% of all major artists in the streaming era) and her new album called “Midnight.”
With no respect for Swifties, there are actually several tangible reasons why Swift appears likely to be the frontrunner for the Super Bowl Halftime Show – which, with an estimated 103 million viewers this year, is the single largest platform for a musical artist in the entire world.
First, the “Midnight Show” drops on October 21 – and a major tour will inevitably follow. Swift was scheduled to take a major world stadium tour in 2020 in support of her 2019 album “Lover.” Obviously, due to the pandemic, she was limited to one pre-show in Paris in September 2019, “City of Lover,” which aired on ABC and is still her last live performance. Remarkably, “Midnights” will be Swift’s sixth album in just over three years: It joins “Lover,” her pandemic-era albums Folklore and Evrmore, and her re-recording of “Taylor’s Version” from “Red.” and “Fearless”—the rights that, along with her previous four “Lover” albums, were sold in Scooter Braun’s controversial acquisition of the Big Machine Records catalog. Needless to say, it has a lot of material in the air.
This is all in keeping with the fact that the Super Bowl is often used as a major tour teaser.
However, a less obvious reason lies in the Apple Music announcement – or rather the fact that Pepsi announced that it will not renew its ten-year sponsorship of Halftime this year. The sponsorship began in 2013 — the same year that Swift launched a long-running partnership with Pepsi’s decades-old arch-rival Coca-Cola. While sources reported that Swift’s deal with Coke prevented her from playing the Pepsi-sponsored Halftime show, whether that happened or not, it would have been embarrassing. (Of course, there was criticism from Swift in 2015 for the then-new streaming service due to the fact that it wasn’t paying royalties on music played in beta versions, but she quickly changed policy and was even the exclusive streaming platform for her music until 2017.)
Finally, there’s something more complicated: After years of criticism over his handling of racing-related issues that culminated in Colin Kaepernick’s effective removal from professional football, she made a strong effort to change the narrative by forging a long-term partnership in 2019 with Roc Nation’s affiliate Roc Nation. Jay-Z is about entertainment – including the halftime show. The past three years have featured artists of color almost exclusively: Jennifer Lopez and Shakira (2020), The Weeknd (2021), and this year’s multi-artist classic hip-hop, led by Dr. Dre and featuring Kendrick Lamar, Snoop Dogg, Eminem, Mary J. Blige, 50 Cent, with Anderson. Buck on the drums. While Swift is clearly a white woman, the past three years have come a long way toward tackling the issue, and it seems possible that she could bring artists of color to join her (although we wouldn’t hold our breath waiting for Kendrick Lamar to repeat his performance on the remix of “Bad Blood”). for Swift).
Finally, three sources close to the situation say diverse This is what happens.
Representatives for Swift, Roc Nation, and the NFL did not immediately respond diverseComment requests.