What Apple Music means for the Super Bowl Halftime Show 2023

There’s no denying that the Super Bowl Halftime Show is one of the most significant events in the sporting and pop culture calendar, and 2023 will be markedly different as Apple takes over the reins.

Jay-Z’s entertainment company Roc Nation signed a multi-year deal with NFL to produce the Halftime spectaculars, and whilst the performers are usually announced in early September, the announcement of Apple’s takeover has delayed this.

It’s believed that Jay-Z will continue to take the lead in selecting artists and choosing performers for the event, but Apple will also be able to have some influence as it shapes its sponsorship deal and makes it work.

Days after the announcement that Apple Music was taking over proceedings, Rihanna was confirmed as the 2023 headliner for the concert, marking the first time the singer will perform live and release music since 2016’s critically-acclaimed ANTI album.

Speaking of the news, Seth Dudowsky, NFL Head of Music, said: “We are thrilled to welcome Rihanna to the Apple Music Super Bowl Halftime Show stage. Rihanna is a once-in-a-generation artist who has been a cultural force throughout her career. We look forward to collaborating with Rihanna, Roc Nation and Apple Music to bring fans another historic Halftime Show performance.”

Oliver Schusser, Apple’s vice president of Apple Music and Beats, added: “Rihanna is an incredible recording artist who is a favorite for many millions of Apple Music customers around the world. We’re excited to partner with Rihanna, Roc Nation and the NFL to bring music and sports fans a momentous show — what an incredible artist for the inaugural Apple Music Super Bowl Halftime Show.”

Apple’s partnership with the NFL is a significant leap forward and unlocks new possibilities for the Apple Music platform. We can’t wait to see where the streaming giant is headed next.