"Apple has spearheaded the Super Bowl halftime show since 2023, building a complex array of advertising, teasers, playlists, and other content across its many platforms for Rihanna (2023), Usher (2024), and Kendrick Lamar (2025). Since the start of this $50-million-per-year sponsorship deal, Apple has treated the halftime show like it might be one of its products, with all the marketing and advertising bells and whistles it has at its disposal for things like the iPhone and Apple Watch."
"And it seems to be working. Since 2022, Apple Music has grown its subscriber base from 88 million globally to about 108 million. It currently has about a 30% market share of music streaming subscribers in the U.S., compared with Spotify's 36%. Globally, though, Apple's market share drops to about 16%-and this is where the Bad Bunny strategy comes in."
"After landing the halftime performer, the first thing Apple's vice president of marketing, Tor Myhren, and his team do is sit down with the artist and ask a few questions: What is it that you want to get out of this? What do you want this to be? What's the goal here? Benito Antonio Martínez Ocasio, aka Bad Bunny, is a global superstar and one of the most-streamed artist on the planet. His answer? "This isn't my halftime show. This is for everyone.""
Apple has treated the Super Bowl halftime show as a product since launching a $50-million-per-year sponsorship in 2023, deploying advertising, teasers, playlists, and platform content around headliners. The company executed integrated campaigns for Rihanna, Usher, Kendrick Lamar, and Bad Bunny, using Apple Music playlists and exclusive content to engage fans and attract new listeners. Apple Music grew from about 88 million subscribers in 2022 to roughly 108 million and holds about 30% of U.S. streaming subscribers versus Spotify's 36%, while global share is near 16%. Featuring globally streamed artists and coordinating directly with performers aims to expand Apple Music's international footprint.
Read at Fast Company
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