(Representatives for Roc Nation and the NFL did not respond to Fortune’s requests for comment.) Rihanna’s music encore “Of course, it’s an opportunity to elevate the Fenty brand and raise its awareness, but also it’s a moment for Rihanna to shift the focus on her music as well.” While she won’t get paid for the performance (Super Bowl halftime performers never do), it’s the perfect opportunity to promote, well, Rihanna-a strategic move that’s already paying off some of the items in her Game Day collection have already sold out. When we first saw the news, we anticipated that there might be sport-related collaborations or launches,” Mu says. “Rihanna is already leveraging the opportunity very well. Brands like AirBnb, Nespresso, and Marvel work with Labbrand when they need help entering the Chinese market, and Mu says the agency has been using Rihanna and her Fenty empire as a case study on the impact and culture context of America. general manager for Shanghai-based brand marketing agency Labbrand, wrote in an email to Fortune. “This year’s Super Bowl is the perfect stage for Rihanna-it’s a win-win strategy,” Ying Mu, U.S. Whether her 12 minutes at the center of Arizona’s State Farm Stadium ends with an announcement of new music or not, one thing is already clear: Super Bowl LVII is, for all intents and purposes, a celebration of the encompassing brand of RiRi. ![]() Who could blame her? Since then, her attention has turned to becoming a requisite icon in fashion, a beauty industry mogul, mom, genius-level businesswoman, and commander of a self-made multi-billion dollar empire. ![]() ![]() Rihanna, for the blissfully nescient few untouched by the Venn diagram of football fans and the Rihanna Navy (the artist’s music-starved fanbase), is headlining the 2023 Super Bowl halftime show-the first in the league’s partnership with Apple Music and RocNation, where she’s signed.ĭespite recording two new songs-”Born Again” and “Lift Me Up” for the Black Panther: Wakanda Forever soundtrack-Rihanna hasn’t released an album since 2016’s critically acclaimed Anti. The newly minted billionaire dropped her Savage X Fenty (the clothing line she owns) Game Day collection and a Fenty collaboration with the NFL and apparel company Mitchell & Ness. Though, to be honest, I didn’t even realize that was a thing a Super Bowl halftime performance artist could produce and sell, let alone something I’d want. The shirt, unfortunately, doesn’t exist-I searched, vigorously.
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