It’s a long way from sleeping on a cot at Texas Stadium to delivering an unforgettable performance at AT&T Stadium. But that’s the journey superstar Post Malone took on his way to the Dallas Cowboys Thanksgiving Halftime Show in 2025.

The son of the concessions manager at Texas Stadium, Malone used to snooze on a makeshift bed while his dad worked late on Saturday nights preparing for the onslaught of hungry Cowboys fans on Sunday.

Corporate Magic produced the event, working closely with Charlotte Jones, the team’s executive vice president and chief brand officer who created the Thanksgiving Halftime Show in 1996. She had been trying to land Malone for years, and schedules finally aligned to make it happen.

Malone’s musical genius shone through as he performed a medley of three songs: “Wrong Ones,” “Wow,” and his chart-topper, “I Had Some Help.” Dressed in a vintage Cowboys jacket adorned with pins, Malone electrified the crowd in the stadium and fans watching around the world.

For any halftime show, some of the magic takes place behind the scenes. It took split-second timing and precise synchronization to assemble the elaborate stage, complete with a multi-level platform, banks of LED lighting, a massive video screen at midfield in minutes, and then remove it just as quickly so the field was ready for the second half. Fortunately, Corporate Magic has plenty of experience: we’ve been producing the Dallas Cowboys Thanksgiving Halftime Show since Reba McEntire’s show in 1997.

“It’s always an honor to be part of such a beloved tradition,” said Stephen Dahlem, senior creative director for Corporate Magic. “Post Malone grew up as a Cowboys fan, so this one was extra-special for both the performers and the audience.”

The halftime show promotes the Salvation Army’s Red Kettle Kickoff, which annually raises around $150 million and provides vital social services to more than 27 million people.

The show was teased on CBS with a clever video, also produced by Corporate Magic. In the promo, Malone drives a custom big rig to AT&T Stadium, pulling an enormous Salvation Army Red Kettle. After crashing into a parking spot reserved for Jerry Jones, Malone asks Cowboys kicker Brandon Aubrey to sign for the delivery before announcing that his performance is going to be “Texas Big.”

It certainly was. Partnering with the Dallas Cowboys, The Salvation Army, CBS Sports, and an incredible team of designers, technicians, and performers, Corporate Magic was honored to help make this stellar production a reality.