February 2, 2020 marks the day that Latina stars, Jennifer Lopez, also known as J-Lo, and Shakira brought a multi-million dollar performance to the Hard Rock stadium in Miami, FL. Happening after the NFL boycott made by famous rapper, Jay-Z, in 2019 Jay-Z and his agency Roc Nations signed a partnership with the NFL to recruit performers for the LIV Super Bowl Halftime Show.
The Latino population stands at 70 percent, which led to the decision of Shakira, known for top hits “Hips Don’t Lie” and “Waka Waka,” and Jennifer Lopez, known for top hits “On The Floor” and “Ain’t Your Mama.” With a monetary focus, the NFL halftime show production costs can reach nearly 10 million dollars for headliners to get around 12 minutes of show time. As for Shakira and J-Lo, profits made from the super bowl show is next to nothing.
However, the Latina stars are able to promote their work and gain financial benefits in other ways. For instance, according to a Spotify spokesperson, from their quick, but rather flashing performance, J-lo gained an online streaming spike of 335 percent and Shakira’s online streams rose 230 percent. Featured Latino gangsters, J Balvin and Bad Bunny had also seen a significant spike in online streaming by 16 percent and 24 percent.
Aside from production costs and individual financial benefits, a huge portion of money went into the costumes themselves. Throughout the performance, Shakira underwent three costume changes while J-Lo had changed costumes five different times.
Shakira partnered with Norwegian designer Peter Dundas who custom made each piece. For her first costume, she had a two piece set embellished in approximately 123,000 Swarovski crystals in three different shades of red. Swarovski crystals as dazzling as they are, are merely finely cut glass crystals that have little value alone. As for shoes, she wore knee high boots created by designer Daniel Jacob and embellished with an additional 30,000 Swarovski crystals.
For her next change in appearance, Shakira wore a fringed and feathered skirt with her black Gibson Firebird Guitar which was also covered in 70,000 Swarovski crystals. For her final look, she wore a Peter Dundas original, a gold embellished set with a gold bomber jacket along with custom made Adidas superstar sneakers (pictured).
J-Lo was styled by Rob Zangardi and Mariel Haenn by wearing custom pieces by Versace and approved by Donatella Versace. For her first outfit, she wore a Swarovski crystal and gold studded biker jacket over a black leather bodysuit and paired with a satin skirt. Her second look revealed a custom silver crystal studded catsuit. The third look then consisted of a metal mesh bustier with crystal fringe detailing. To top it off, an additional feathery cape featuring the U.S flag on the outside and the Puerto Rican flag on the inside was draping over her final costume, and of course, covered in Swarovski crystals.
The overall pricing cannot be disclosed, as prices are discussed between the buyer and seller as to what is best considered its “value.” ABC’s Good Morning America co-host and former New York Giants NFL star, Michael Strahan, had a sit down interview with J-Lo and Shakira before the big day. In attempts to reveal any spoilers about the show, he was unable to get any pre-performance secrets out of the two. When speaking about the show as a whole, Shakira stated how she has hopes for fans to feel as if they went to “an all inclusive party that integrates culture and diversity,” with J-Lo adding, “we accomplished what we set out to do.”