OPINION & BUSINESS: RIHANNA’S REVIVAL

Written By Boston University Marketing Club

Every year, millions of fans across the globe await the one day in February that marks the biggest game of the NFL season: the Super Bowl. Every moment of that day is cherished annually from the plays made on the field to the recipes made in the kitchen and even the commercials that make it on screen. According to an article by Fortune, this year was no different as the game garnered the number three position in history for top viewership at 113 million viewers; what was more surprising, however, was Rihanna’s halftime performance that topped the game itself at 118 million views, putting her seven year comeback performance at the number two spot for all time halftime performance viewership. Social media subsequently exploded with controversy over her performance, questions over a possible pregnancy, and most importantly, why she chose to do the performance in the first place after her long hiatus.


In 2016, San Francisco 49ers’ quarterback Colin Kaepernick made headlines for kneeling during the national anthem in protest of police brutality and racial inequality. Since then, Rihanna had been offered a halftime show performance in 2018 but she turned it down in solidarity with Colin Kaepernick. "I couldn't dare do that. For what? Who gains from that? Not my people," Rihanna explained in a 2019 interview with Vogue. "I just couldn't be a sellout. I couldn't be an enabler." Many questioned why she decided to do the show this year, to which she explained that she felt she would currently make a bigger impact doing the show than to hold out in solidarity. 


An impact she certainly did make; Twitter was immediately abuzz as she stepped out in a glamorous head-to-toe red outfit making stark contrast with the all-white outfits her backup dancers wore as viewers commented on the performance and how she looked. Some expressed anger and disgust at her performance for having dance moves that centered her hands around her crotch and others shot back asking how they found this performance vile yet allowed their president to speak of women by telling citizens to “grab [women] by their [redacted]”. However, the biggest controversy that seemed to mute all other buzz: was she pregnant again? Fans speculated, convinced they had seen news of her birthing a baby in early 2022, and others jumped at Rihanna’s defense saying she looked amazing for performing so soon after a birth. There was no question she looked amazing, but her team soon confirmed that she was, in fact, pregnant again.


In one fell swoop, Rihanna managed to capture the heart of five million more viewers than the game itself, spark controversy over yet another baby, perform a blowout stage for her seven year comeback, and create buzz about an issue that, to this day, continues to be a pressing issue to be talked about as she takes a stand against racial inequality. Will this performance be the start to Rihanna stepping back to the music scene? Did it successfully create the conversations around racism that she had hoped to make? 


When she stepped off the music stage, she took the world in stride as she created one of the most inclusive makeup brands that had over fifty shades of foundation, forcing other companies to learn from her and expand their shade range to include those of darker complexion. She also opened a clothing and lingerie line called Savage x Fenty that has since made 17 million in revenue annually while Fenty Beauty brought in 573 million annually. Her Super Bowl performance created buzz anew around her and her business, and while she may or may not return to the music world, she certainly brought more attention to her other endeavors. At 118 million viewers, she brought both positive and negative attention which was attention nonetheless, and hopefully this may even boost profits for both Fenty Beauty and Savage x Fenty. Her lines encompassed inclusivity on all spectrums including race and size and they have gained universal love not only for the concept she built them on but also for how effective her products are. While she may have taken a hiatus from music, she certainly hasn’t put all efforts aside and this performance may just have reignited fans’ support while also bringing attention back to the ever-present issue of racial inequality in America.

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