Beyoncé earned an average of $70 million each year from 2009-2011, dipping to $40 million last year as she and husband Jay-Z welcomed daughter Blue Ivy into the world. When she hits the road again, presumably later in 2013, she’ll likely return to grossing more than $2 million per night.
从2009年到2011年，碧昂丝（Beyoncé）的平均年收入达到了7,000万美元，但2012年只有4,000万美元进账，因为去年她和丈夫Jay-Z忙于迎接女儿布鲁·艾薇（Blue Ivy）的降生。当碧昂斯再次复出——大概会在今年晚些时候——她很可能会恢复到每场演出收入200多万美元的状态。
And yet, when she takes the stage at the Super Bowl halftime show in New Orleans this Sunday, she won’t be getting a penny for her efforts.
然而，当碧昂丝在本周日登上新奥尔良超级碗（Super Bowl）半场演出的舞台时，她将无法从自己的表演中拿到一分钱。
“We do not pay, ” said NFL spokesperson Greg McCarthy in an email. “We cover all expenses associated with the performance.”
“我们不支付演出费。”美国职业橄榄球联盟（NFL）的发言人格雷格·麦卡锡（Greg McCarthy）在一份电子邮件中表示，“我们只支付跟演出相关的费用。”
Those costs—which include travel, lodging, setup, fees for backup dancers and musicians—should add up to $600, 000 or more, which is certainly significant. But so is playing without receiving a performance fee. So why did Beyoncé agree to play the Super Bowl for free?
那些费用——包括旅行、住宿、设备安装以及支付给伴舞演员和乐师的费用——加在一起应该达到60万美元或者更多，这显然是一大笔钱。不支取报酬的演出也免不了这些费用。那么，碧昂丝为什么会同意为超级碗免费演出呢？
Her spokesperson did not respond to a request for comment for this story, but others point to two main reasons. First, there’s the precedent set by Madonna, the Black-Eyed Peas and others who’ve done gratis halftime shows. Second, and also responsible for her predecessors’ decisions, there’s the fact that the halftime show is the most-watched musical event of the year.
碧昂丝的发言人没有对就此事发表评论的采访请求做出回应，但其他人指出，这主要有两个原因。首先，超级碗有麦当娜（Madonna）、黑眼豆豆（Black-Eyed Peas）等人免费出演的先例。其次，超级碗的半场演出是年度最受瞩目的音乐盛会——这也是麦当娜等人决定免费出演的原因。
“There is not anything like it, ” says Derek Jackson, cofounder of advertising agency Glu. “The Super Bowl, for an artist, is considered the medium of all mediums. You can’t beat it from a promotional standpoint. You garner so many eyeballs at one time.”
“它无可匹敌，”广告公司Glu的联合创始人德里克·杰克逊（Derek Jackson）说，“对艺术家而言，超级碗被认为是舞台中的舞台。从宣传的角度来看，你无法拒绝它，你可以一次吸引到那么多人的关注。”
How many eyeballs, exactly? About 112.5 million in the U.S. alone last year. And even though Beyoncé’s next album isn’t out yet—just a recent Destiny’s Child release—she stands to profit immensely, as others have in the past.
到底有多少人呢？去年单是在美国，超级碗的观众就达到了1.125亿人。即使碧昂丝的下一张专辑还没有推出——最近只有一张“真命天女”（Destiny's Child）的精选集发行——她也能从中获得巨大的利益，就像过去其他一些音乐人一样。
Though Madonna’s halftime performance last year led to 165, 000 digital downloads of her new song “Give Me All Your Luvin” the week after the game, it also led to a stratospheric increase for purchases of classic hits like “Vogue” (+1, 033%) and “Like A Prayer” (+2, 437%).
麦当娜去年的半场演出让她的新歌《给我你的爱》（Give Me All Your Luvin）在比赛结束一周后获得了16.5万次的下载量，同时也让其经典曲目的购买量出现直线上升——《时尚》（Vogue）增长了1,033%，《像一个祈祷者》（Like A Prayer）增长了2,437%。
Of course, there’s another reason that Beyoncé might be willing to sing for a song: Pepsi, which returns this year as the halftime show sponsorship after inking a new deal with the NFL, signed her to a $50 million deal late last year.
当然，碧昂丝愿意献声可能还有一个原因：百事可乐（Pepsi）。在跟NFL签订了一份新的协议之后，百事可乐今年重新成为超级碗半场演出的赞助商，而该公司在去年下半年以一份价值5,000万美元的合同签下了碧昂丝。
“This is a Pepsi event, so I’d have to make the argument that this was in her deal, ” says Jackson, who brokered Nicki Minaj’s multimillion dollar agreement with the beverage company. “I can’t imagine it being any other way … What better way to make it known to the world that Beyoncé is the face of Pepsi?”
“这是一场百事可乐的盛会，因此我不得不发表这样的观点，即这是碧昂丝合同的一部分。”杰克逊说，他是促成尼基·米纳什（Nicki Minaj）跟百事可乐签下百万美元合同的经纪人，“我无法想象还有其他什么办法……让全世界知道碧昂丝是百事可乐代言人的更好办法是什么呢？”
The company’s representatives say the performance wasn’t part of her deal, but they’re certainly happy to have her on board.
百事公司的代表说，超级碗的演出并不是该公司与碧昂丝合同的一部分，但他们当然很高兴碧昂丝出现在舞台上。
“While we are sponsors of the show, the terms of Beyoncé’s appearance are solely between her and the NFL, ” says Pepsi spokesperson Andrea Foote. “While we were consulted as a sponsor, we did not make any stipulation that she be the performer. We obviously have our own long-standing relationship with Beyoncé and are thrilled that she will be the performer our first year returning as sponsor of the event.”
“虽然我们是超级碗的赞助商，但碧昂丝的演出完全是她跟NFL之间的事。”百事公司的发言人安德烈·富特（Andrea Foote）说，“虽然我们以赞助商的身份跟NFL进行了磋商，但我们没有提出让碧昂丝作为表演者的任何要求。我们跟碧昂丝之间存在长期合作关系，对于碧昂丝在我们重新成为这场盛会赞助商的第一年出任表演者，我们感到很高兴。”
Regardless, Beyoncé will earn double-digit millions from Pepsi in the coming years, and it seems unlikely that she’d have wanted to rock that boat by declining such an important gig—even if she’s not getting paid for it.
不管怎样，碧昂丝将在未来几年内从百事可乐那里赚到数千万美元，而且她似乎不大可能想要惹上麻烦，即拒绝如此重要的演出机会——即使她拿不到报酬。
|
