Dan Platzman, Dan Reynolds, Daniel Wayne Sermon and Ben McKee of Imagine Dragons. (Rebecca Cabage/Invision/AP)

That curious Imagine Dragons performance that seemed plopped into the middle of the Grammys telecast Sunday — broadcast from the band’s home town of Las Vegas — was not an official Grammy billing but a commercial for Target.

[READ: Complete live coverage of the 2015 Grammys]

Target footed the bill for the show and for the ad, which Billboard estimated at $8 million, given that it ran for several minutes.