You might be surprised to learn how much Kendrick Lamar was paid for his Super Bowl LIX halftime performance.
The 37-year-old rapper headlined the event at Caesars Superdome in New Orleans, putting on a show that had both fans and celebrities on their feet. He was joined by SZA, and even Samuel L. Jackson made an appearance as a guest!
But despite the hype and excitement, Lamar will take home exactly zero dollars for his performance.
It might seem surprising, but Super Bowl performers usually don’t get paid. The NFL covers the production costs, including travel, staging, and crew expenses, but the artist doesn’t receive a paycheck. A league spokesperson told The Independent that the NFL pays for the artist’s crew at union rates but not for the performance itself.
So why would a big artist like Lamar agree to perform for free?
The Super Bowl halftime show is one of the biggest platforms in the world, with over 100 million viewers globally. For artists, this kind of exposure can lead to huge jumps in streaming numbers, music sales, and brand deals.
After Rihanna’s 2023 performance, her Spotify streams jumped by 640%, and her Fenty Beauty brand got $88.3 million in media value. Similarly, Jennifer Lopez gained 2.3 million Instagram followers after her 2020 halftime show, and Lady Gaga saw a 1000% boost in music sales after her 2017 performance.
Even though artists don’t get paid, the production is expensive. The NFL and Apple Music spend around $10 million on staging, lighting, and sound. Some performers even invest their own money. Reports say Dr. Dre spent $7 million on his 2022 show, and The Weeknd did the same in 2021.
For Lamar, it’s a smart investment. His Super Bowl performance will likely push his music back up the charts, bringing in new fans and greater influence.