A panel headed by the NFL's director of entertainment and TV programming teams up with the league's production company and the show's producer and director to select the performers of the Super Bowl's halftime show. Once an artist is selected, the team consults with the network broadcaster and the game's sponsors to determine complete halftime festivities.
According to Sarah Moll, who first led the panel for the 2007 event, her team compiles a list of hot performers who are, in her own words, "at the top of their game and who will put on the coolest 12 minutes in music, because that’s kind of what the halftime show boils down to.”
Artists do not campaign to perform the halftime show, and are only reimbursed for their personal expenses. It's safe to say that no musician would turn down the opportunity to perform and promote themselves in front of more than 100 million viewers.
Once the performers are selected, they are contacted through their agents to confirm the booking. From there, the show's producer and director sit down with the artists to discuss everything from the lighting and stage design to the setlist and the guests who will accompany them on stage.
Several weeks out from the show, a crew of 300 is hired and trained to assemble and break down the stage in a matter of minutes. In the days leading up to the game, the artists and the crew rehearse the show to ensure a smooth execution on game day.