When the NFL announced at midnight ET that Apple Music was the new sponsor of the Super Bowl halftime show, Swift-Evers went into overdrive speculating that Taylor Swift The Artist Will Be: The announcement was made at midnight, with Taylor releasing her new music at midnight (er, like 99% of all major artists in the streaming age) and her new album called “Midnights.”
Without disrespect to the Swifties, there are actually several more convincing reasons why Swift seems to be a potential front-runner for the Super Bowl halftime show—which, with an estimated 103 million viewers this year, is the biggest stage for a musical artist. . all over the world.
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First, “Midnights” will end on October 21 — and will almost inevitably be followed by a major tour. Swift was scheduled to tour a major global stadium in 2020 in support of her 2019 album “Lover”. Apparently, due to the pandemic, it was limited to a solo opening performance in Paris in September of 2019, “City of Lovers”, which aired on ABC and remains her last live performance. Notably, “Midnights” would be the sixth album Swift released in just three years: it included “Lover”, two of her pandemic-era albums “Folklore” and “Evermore”, and two of her “Taylor’s Versions”. Done. “Red” and “Fearless”—the rights to which, along with four of her other ex-“Lover” albums—were sold in a controversial acquisition of Scooter Braun’s Big Machine Records catalogue. Needless to say, he has a lot of material to broadcast.
All of which is matched by the fact that the Super Bowl isn’t often used as a teaser for a major tour.
Yet a less obvious reason lies in Apple Music’s announcement — or, rather, the fact that Pepsi announced it would not be renewing its ten-year-long sponsorship of the halftime show this year. The sponsorship began in 2013—the same year that Swift began a longstanding partnership with Pepsi’s decades-long arch rival Coca-Cola. While sources pointed out that Swift’s deal with Coke forbade her from playing the Pepsi-sponsored halftime show, whether she does or not, it would have been strange. (Of course, Swift’s 2015 criticism of the then-new streaming service was over the fact that it wasn’t paying royalties on music played in trial versions, but it quickly changed policy and even that there was also a special streaming platform for his music. 2017)
Finally, there is a more complicated matter: after years of criticism for dealing with race-related issues, which climaxed with Colin Kaepernick’s effectively exile from professional football, national football federation Jay-Z on Entertainment made a strong effort to change the narrative by forging a long-term partnership in 2019 with the Rock Nation outfit – including a halftime show. The past three years have featured almost exclusively entertainers of color: Jennifer Lopez and Shakira (2020), The Weeknd (2021) and this year’s multi-star classic hip-hop extravaganza, Dr. Dre and starring Kendrick Lamar, Snoop Dogg, Eminem, Mary J. Blige, and 50 Cent, with Anderson. Cook on drums. While Swift is clearly a white woman, the last three years have come a long way toward solving the problem, and it looks like she’ll be bringing on an artist of color to join her (though we’re going to be Kendrick Lamar). Can’t hold my breath waiting for Swift to revisit her performance on the “Bad Blood” remix).
And finally, three sources close to the situation Diversity that it is happening.
Representatives for Swift, Rock Nation and the NFL did not immediately respond. DiversityComment request.
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