Read previewShortly after Usher wrapped his dazzling performance at the Super Bowl halftime show, Beyoncé made a surprise appearance. Of course, the Super Bowl is an advertising opportunity as much as it's a football game. AdvertisementTaylor Swift attended the Super Bowl to cheer for her boyfriend , Kansas City Chiefs tight end Travis Kelce . Much like the Super Bowl, awards shows are designed as vehicles for promotion; to win is to bulk up your résumé, attract new fans, and make more money . AdvertisementThe key difference here is also quite simple: Very few people could pull off this kind of event-conquering announcement, Swift and Beyoncé among them.

---

Persons: —, Usher, Beyoncé, she'd outdone, Usher crooning, Alicia Keys, Bey's, Coldplay, Swifties, Taylor Swift, Travis Kelce, Blake Lively, Hillary Clinton, Andy Murray, Swift, it's, Travis, I'm, Kacey Musgraves Organizations: Service, Super, Verizon, Business, Kansas City Chiefs, Chiefs, NFL, Poets Department Locations: Hollywood