Beyoncé is one of just a scattering of acts to play the Super Bowl twice — she starred in the game's halftime show in 2013 and 2016 — and three times if you count concluding weekend'southward Coachella gig, and four if y'all count tonight's too. Permit me to explain.

WhenBeyoncé took the phase last Saturday, it was a significant occasion for several reasons. She became the first African-American adult female to headline music's most celebrated festival, cartoon rave reviews for a set up that included appearances past Jay-Z, Destiny'southward Child and a full  marching band. Pitchfork hailed her performance as "instantly legendary," while NBC dubbed it "an unprecedented commemoration of blackness cultural influence in America." Beyoncé'southward star brought similar commercial gravity, helping pull 43 million fans into Coachella's YouTube livestream, nearly half the audience for the NFL's biggest game.

But the clearest way in whichBeyoncé transformed Coachella into her ain personal mid-April Super Basin halftime prove was this: while providing scores of fans with an unforgettable evening and creating a cultural moment that people will be talking most for quite some fourth dimension, she simultaneously turned the music festival into an extremely effective infomercial for her ain business organisation ventures, from recorded music to live shows to the streaming service she co-owns.

The proof is in the numbers. Beyoncé's set last Sabbatum resulted in a 228% lift in digital song sales for her solo tracks every bit compared to the prior day, according to Nielsen (sales for the songs performed past Destiny's Child leapt 767%). That's really more potent than the spike afterwards Beyoncé's last bodily Super Bowl gig, which gave her a 44.4% heave (though it's worth noting that change was week-over-week, equally opposed to day-over-day--not exactly apples-to-apples, but close enough).

Trade is role of the financial movie, too. Were y'all then wowed by the Nefertiti outfit Beyoncé sported atCoachella that you developed an intense urge to immediately purchase a t-shirt or hoodie with the songstress-every bit-queen image on it? No problem: both items were already available on her website for $35 and $threescore, respectively.

ThoughBeyoncé will take habitation several 1000000 dollars for her Coachella gigs (in contrast to the uncompensated Super Bowl halftime show), the existent prize is On The Run 2, the stadium tour due southhe and Jay-Z will co-headline starting in six weeks--as of today,tickets are still bachelor for many of the 47 dates.

Statistics showing Coachella'due south impact on sales weren't immediately available, and representatives for both Live Nation andBeyoncé did not reply to requests for annotate. But clearly, her YouTube-streamed set up served to whet the appetites of fans around the globe who couldn't make it to Indio; her performance was a reminder that they tin can grab her in a nearby city this summer. This is another a Super Bowl tactic: acts like Madonna and Lady Gaga have used the halftime gig to push button upcoming tours.

And there's however another layer in this particular business cake. Anybody who purchases an On The Run II ticket online through the Live Nation and Ticketmaster site receives a gratis half-dozen-calendar month subscription to Tidal, the streaming service Beyoncé co-owns with Jay-Z and a handful of other artists. One of the biggest challenges in a streaming infinite populated past well-funded giants like Spotify and Apple Music is user acquisition--and this summer, music'south first couple will exist bringing them in by the stadium load.

It would announced that Jay-Z andBeyoncé don't demand the money: last year, they officially became a billion-dollar couple. Merely hey, anybody could use some extra cash to pay the bills--especially when yous've got a $52.viii million mortgage. Direct and indirectly,Beyoncé's decision to turn Coachella into the Super Basin should help cover at least a couple years of that.

For more on the business organization of Jay-Z and Beyoncé--including the full story on Tidal--become my new book three Kings: Diddy, Dr. Dre, Jay-Z and Hip-Hop's Multibillion-Dollar Ascent and follow me onTwitter.