Interestingly, Shakira and Jennifer Lopez didn’t actually make any money. Instead, the pop divas will be paid “union scale,” which is only “a fraction of the six- and seven-figure sums” they regularly rake in. And it isn’t unusual. Most Super Bowl halftime performers, including Maroon 5 and Travis Scott, have essentially worked for free.

But this doesn’t mean that the NFL is simply being cheap. According to Forbes, the organization spends about $10 million in production costs, giving the singers a chance to advertise their work in front of more than 100 million people.

“The halftime show at the Super Bowl remains a highly coveted spot for many artists,” entertainment attorney Lori Landew of Fox Rothschild told Forbes. “Some of those artists do not see their appearance as a political statement, nor do they see the show as a cultural battleground, but rather view their live performance as an opportunity to entertain an enthusiastic crowd and to share their music and their talent with millions of viewers.”

And by the looks of it, it’s already working. Not only the media is buzzing. People on social media are discussing every second of the show as well.