Who Decides Super Bowl Halftime Performers?

By Sarah Miller · September 11, 2038

The Super Bowl halftime performer is selected by the NFL in partnership with a live entertainment executive and the host committee, with final approval from the league's top executives.

How the Super Bowl Halftime Show Lineup Is Decided

The selection of who performs at the Super Bowl halftime show is a strategic process led primarily by the National Football League (NFL), in collaboration with key entertainment partners. While the performance appears to be a celebration of music and culture, the decision-making involves marketing goals, broadcast partnerships, diversity considerations, and production logistics.

Key Stakeholders in the Selection Process

NFL Leadership: The NFL’s Chief Marketing Officer and Commissioner play a major role in approving the final act.
Live Nation: Since 2013, Live Nation has co-produced the halftime show, bringing artist recommendations and logistical expertise.
Broadcast Network: Networks like CBS, NBC, or Fox may provide input due to advertising and viewership interests.
Host City Committee: Local organizers sometimes advocate for regionally relevant artists.
Sponsor Brands: Companies like Apple Music (current title sponsor) influence genre and audience alignment.

Criteria Used to Choose Super Bowl Performers

The NFL does not publicly release a formal checklist, but industry insiders and past selections reveal consistent patterns in how performers are evaluated.

Factors Influencing Artist Selection

Cultural Relevance: Artists with recent chart-topping success or viral cultural impact are prioritized.
Broad Audience Appeal: Acts must resonate across age groups, regions, and demographics.
Stage Experience: Proven ability to handle large-scale live performances is essential.
Diversity & Inclusion: The NFL aims for gender, racial, and genre balance over time.
Controversy Risk: Artists with significant public controversies may be avoided.

Year	Performer(s)	Genre	Viewership (Millions)	Lead Network	Sponsor
2025	Kendrick Lamar	Rap/Hip-Hop	129.3	FOX	Apple Music
2024	Usher	R&B/Pop	118.7	CBS	Apple Music
2023	Rihanna	Pop/R&B	118.9	FOX	Apple Music
2022	Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar	Hip-Hop	98.7	NBC	Apple Music
2020	Shakira & Jennifer Lopez	Latin Pop	103.0	FOX	Pepsi (previous sponsor)
2019	Maroon 5, Travis Scott, Big Boi	Pop/Rap	98.6	ABC	Pepsi

Table data source:1, 2, 3

The data shows a clear shift toward hip-hop and R&B acts since 2020, reflecting evolving audience preferences and the NFL’s effort to appeal to younger, more diverse viewers. Viewership peaked in 2025 with Kendrick Lamar, indicating strong public interest in culturally resonant, high-energy performances. The transition from Pepsi to Apple Music as title sponsor in 2023 also aligns with a modernized, tech-integrated presentation style.

Timeline of the Selection Process

Choosing a Super Bowl performer is a year-long process that begins shortly after the previous game concludes.

Typical Timeline

February–March: Post-Super Bowl debrief and initial artist brainstorming.
April–June: Outreach to management teams; negotiation of terms and creative concepts.
July–September: Finalist review and internal approvals.
October–November: Official announcement, usually 6–8 weeks before the game.
December–January: Rehearsals, stage design, and media planning.

Frequently Asked Questions About Super Bowl Performers

Who officially chooses the Super Bowl halftime performer?

The NFL makes the final decision in coordination with Live Nation and the current sponsor (Apple Music). The league’s marketing and entertainment executives lead negotiations and approvals.

Do artists get paid to perform at the Super Bowl?

No, performers do not receive a fee from the NFL. However, they cover no production costs—the NFL funds the entire show. The exposure is considered payment, often leading to massive streaming and sales boosts.

How far in advance is the Super Bowl performer announced?

The performer is typically announced between October and November, about 6 to 8 weeks before the game in early February.

Can fans vote for who performs at the Super Bowl?

No, there is no official fan voting system. While social media campaigns can influence public perception, the selection remains an internal NFL process.

Why are certain music genres chosen more often for the Super Bowl?

Genres like pop, hip-hop, and R&B dominate because they offer broad appeal, high energy, and proven mass-market popularity. The NFL prioritizes acts that can deliver a visually engaging, family-friendly spectacle.