When the NFL introduced at midnight ET that Apple Music is the brand new sponsor of the Super Bowl Halftime Show, the Swift-iverse went into overdrive speculating that Taylor Swift would be the performer: The announcement was made at midnight, Taylor releases her new music at midnight (er, like 99% of all main artists within the streaming age) and her new album known as “Midnights.”
With no disrespect to the Swifties, there are literally many more-tangible the explanation why Swift appears a possible front-runner for the Super Bowl Halftime Show — which, with an estimated 103 million viewers this 12 months, is the one largest platform for a music artist in the whole world.
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First off, “Midnights” drops on Oct. 21 — and can almost inevitably be adopted by a serious tour. Swift was scheduled to do a serious world stadium tour in 2020 in help of her 2019 album “Lover.” Obviously, because of the pandemic, it was restricted to a single preliminary efficiency in Paris in September of 2019, “City of Lover,” which aired on ABC and stays her final dwell efficiency. Remarkably, “Midnights” would be the sixth album Swift could have launched in simply over three years: It joins “Lover,” her two pandemic-era albums “Folklore” and “Evermore,” and her two “Taylor’s Version” re-recordings of “Red” and “Fearless” — the rights to which, alongside along with her 4 different pre-“Lover” albums, had been offered in Scooter Braun’s controversial acquisition of the Big Machine Records catalog. Needless to say, she’s bought loads of materials to air.
All of which dovetails into the truth that the Super Bowl is more-often-than-not used as a teaser for a serious tour.
Yet a less-obvious purpose lies within the Apple Music announcement — or, relatively, the truth that Pepsi introduced that it will not renew its ten-year-long sponsorship of the Halftime present this 12 months. The sponsorship started in 2013 — the identical 12 months that Swift launched a protracted partnership with Pepsi’s decades-long arch-rival Coca-Cola. While sources reported that Swift’s take care of Coke prohibited her from enjoying a Pepsi-sponsored Halftime present, whether or not or not it did, it will have been awkward. (Of course, there was Swift’s 2015 criticism of the then-new streaming service over the truth that it wasn’t paying royalties on music performed in trial variations, however it rapidly modified the coverage and was even the unique streaming platform for her music till 2017.)
Finally, there’s a extra advanced matter: After years of criticism over its dealing with of race-related points that climaxed with Colin Kaepernick’s efficient banishment from skilled soccer, the National Football League made a powerful effort to vary the narrative by placing a long-term partnership in 2019 with Jay-Z’s Roc Nation group on leisure — together with the halftime present. The previous three years have featured entertainers of colour almost completely: Jennifer Lopez and Shakira (2020), the Weeknd (2021) and this 12 months’s multi-artist traditional hip-hop extravaganza, helmed by Dr. Dre and that includes Kendrick Lamar, Snoop Dogg, Eminem, Mary J. Blige, and 50 Cent, with Anderson .Paak on drums. While Swift is clearly a white lady, the previous three years have gone a great distance towards addressing the issue, and it appears doable that she would usher in performers of colour to hitch her (though we received’t maintain our breath ready for Kendrick Lamar to reprise his efficiency on Swift’s “Bad Blood” remix).
And lastly, three sources near the state of affairs inform Variety that it’s occurring.
Reps for Swift, Roc Nation and the NFL didn’t instantly reply to Variety’s requests for remark.
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