Inside Rihanna’s Tremendous Bowl Halftime Present Advertising and marketing Engine

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how Rihanna is using her businesses to promote her Super Bowl halftime performance

Rihanna is not any stranger to good advertising.

Within the late 2010s, she made the transition from recording artist to billionaire mogul with the expansion of her Fenty-label manufacturers. Her portfolio of companies contains:

  • Fenty Magnificence: a beauty model that rapidly gained reputation for its shade vary and inclusivity.
  • Fenty Pores and skin: the pores and skin and physique care counterpart to Fenty Magnificence.
  • Savage X Fenty: a lingerie subscription model that now contains lounge and activewear.

Rihanna’s enterprise ventures and music profession have been largely siloed — till now.

Again in September, it was introduced Rihanna could be headlining the Tremendous Bowl LVII halftime present, signaling her return to music after a six-year hiatus. As kickoff approaches, we’re seeing Rihanna use her household of manufacturers to advertise the upcoming efficiency.

The Fenty Advertising and marketing Engine

This week on the Fenty Magnificence social media accounts, the model shared an ASMR football-themed video to advertise the upcoming halftime present. This got here just a few weeks after the model supplied a group of football-themed merchandise in its Showstopp’r line.

In January, Savage X Fenty launched a Sport Day assortment of halftime show-inspired items and hosted pop-ups to promote the merch in Los Angeles and Phoenix.

Over the previous few years, Rihanna’s manufacturers have precipitated main shifts of their respective industries.

The big selection of shades supplied by Fenty Magnificence made different make-up manufacturers enhance their shade ranges to stay aggressive, and ushered in a brand new technology of celeb magnificence product traces.

The annual Savage X Fenty vogue present is thought for that includes fashions of all physique varieties and backgrounds, which is a far cry from Victoria’s Secret vogue exhibits of the 90s and 2000s and should have impressed the latter firm’s rebrand to give attention to inclusion.

The Fenty advertising engine is efficient. With a whole Fenty ecosystem of companies prepared to supply advertising help, the following section of Rihanna’s music profession may sign a shift in how recording artists promote their music.

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