Who Chooses Super Bowl Halftime Performers?

By Sarah Miller · July 1, 2028

The Super Bowl halftime performer is chosen by the NFL in collaboration with entertainment producers and network partners, primarily based on star power, cultural relevance, and production feasibility.

How the Super Bowl Halftime Show Lineup Is Decided

The selection of who performs at the Super Bowl halftime show is a strategic decision made by the National Football League (NFL), in close coordination with its broadcast partner and live entertainment producers. While the performance appears to be a celebration of music, it is ultimately a carefully orchestrated marketing and entertainment event designed to maximize viewership and global impact.

Key Decision-Makers Behind the Scenes

Although fans often assume artists apply or compete for the spot, the process is entirely invitation-only and controlled by a small group of stakeholders.

Primary Entities Involved:

The NFL: Owns the rights to the Super Bowl and has final approval over all performers.
Live Nation and Roc Nation: Since 2018, Roc Nation, founded by Jay-Z, has partnered with the NFL to consult on entertainment choices, aiming to elevate the show’s cultural credibility.
Broadcast Networks (CBS, NBC, FOX): Rotate hosting rights annually; each network contributes production expertise and promotional support.
Production Teams: Led by executive producers like Jesse Collins and Hamish Hamilton, they shape the creative direction and technical execution.

Selection Criteria for Artists

The NFL and its partners evaluate potential performers using several key factors to ensure maximum audience engagement and minimal controversy.

Global Popularity: Artists must have broad appeal across age groups and demographics.
Cultural Impact: Preference is given to acts that represent significant movements or milestones in music history.
Stage Presence: Proven ability to deliver high-energy, large-scale live performances.
Streaming and Sales Metrics: Current chart performance and catalog strength are analyzed.
Diversity and Inclusion Goals: The NFL aims to feature underrepresented genres and communities.

Recent Trends in Performer Selection

In recent years, the NFL has shifted toward legacy acts and genre diversity, moving away from pop-centric lineups.

Year	Super Bowl	Performer(s)	Genre	Viewers (Millions)
2020	LIV	Shia LaBeouf, Jennifer Lopez, Shakira	Pop, Latin	103.4
2021	LV	Tom Petty tribute (via hologram), various artists	Rock	96.2
2022	LVI	Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar	Hip-Hop	98.7
2023	LVII	Rihanna	Pop, R&B	118.7
2024	LVIII	Usher	R&B, Hip-Hop	113.0
2025	LIX	TBD	TBD	Pending

Table data source:1, 2

The table shows a clear trend toward hip-hop and R&B representation since 2022, coinciding with the NFL's partnership with Roc Nation. Viewership peaked in 2023 with Rihanna’s comeback performance, demonstrating the impact of artist selection on audience size.

Why Certain Artists Are Chosen Over Others

Despite widespread speculation, not all top-selling artists get selected. Factors such as past controversies, scheduling conflicts, and alignment with brand values play a role.

Common Reasons an Artist Might Be Passed Over:

Public statements deemed controversial by the NFL
Inability to commit to months of planning and rehearsals
Lack of family-friendly content
Desire to maintain genre balance across consecutive years

Frequently Asked Questions About Super Bowl Performers

Who decides the Super Bowl halftime performer?

The NFL makes the final decision in collaboration with Roc Nation, Live Nation, and the broadcasting network. Executive producers also provide creative input.

Do artists get paid to perform at the Super Bowl?

No, performers do not receive payment from the NFL. However, they gain massive exposure—Rihanna’s 2023 appearance led to a 1,700% spike in Spotify streams.

How far in advance is the Super Bowl performer announced?

Typically 6–8 weeks before the game. For example, Usher was announced for Super Bowl LVIII on November 5, 2023, with the game played on February 11, 2024.

Can fans vote for the Super Bowl performer?

No, there is no public voting system. The selection is entirely controlled by the NFL and its entertainment partners.

Has any artist ever declined the Super Bowl halftime offer?

Yes. Notable artists like Prince, Whitney Houston, and more recently, Billie Eilish, have reportedly declined due to scheduling or personal principles.