RIHANNA’S RETURN...AS A BRAND EXPERT

HOW TO BE FAMOUS: SUPER BOWL 2023

by Nathalie Mensah

After seven years, Rihanna returns to the live music stage. And now, we can’t get enough.

Rihanna’s halftime performance showed why the world has missed her so much for the past seven years. It also showed marketers what a true brand expert can do in a scant 13 minutes, as Rihanna not only wowed fans but managed to increase her music streams, squeeze in product placement — and even make a pregnancy announcement.

Rihanna’s performance — which apparently was sandwiched in the middle of a football game? — included, as many of us expected, some nods to her own beauty brand, but we weren’t expecting how subtle it would be.

At one point during her performance, one of her dancers handed her a makeup compact to apply, and viewers scrambled to find out that it was Fenty Beauty's Invisimatte Instant Setting + Blotting Powder. (New tagline idea: When You’re Sweating In Front of Millions.)

The beauty community is hyped and the branding and business world is tuning it to see how that two- second moment will translate into sales and impact. Either way, look for every Halftime Show after this year to bring the artists’ personal brands on stage.

Social media began to fire up about a potential pregnancy while she performed, thanks to that baby bump, but it wasn’t until official confirmation from her team during halftime that the frenzy really occurred. This leveled-up moment that has had our attention for the last couple of weeks to a whole other stratosphere.

So what’s next for the billionaire? It would be lovely to see her brand tap into family life. A baby fashion line? Fenty Flatware? Producing entertainment for children? Rihanna’s brand is so expansive that she can quite literally do anything… so it may be wise to keep an eye out.

The best stories are ones that are continuous, seamless, and leave you wanting more. Once we thought we were about to get off the ride after her halftime performance, Rihanna just pulled us back on, and something tells me the next chapter is gonna be really REALLY good.