You might be shocked to learn how much Kendrick Lamar being paid for his incredible halftime performance at Super Bowl LIX.
The 37-year-old rapper headlined one of the year’s most viewed musical events at Caesars Superdome in New Orleans.
Longtime partner SZA joined Lamar for an incredible performance that had both fans and celebs standing up. Samuel L. Jackson even made an appearance as a guest!
Despite the fact that his performance was nothing short of outstanding, he is taking home exactly zero cash.
Yes, Lamar will not be paid for his performance during the Super Bowl halftime.
Although it may seem surprising, Super Bowl performers typically do this. The NFL pays for all production expenses, including travel and logistics, rather than paying out cash.
The league “covers all costs associated with the show and does pay the halftime performers’ union scale” for Lamar’s crew, a league spokesman told The Independent.
Why Do Artists Perform for Free?
Why take the job if Lamar isn’t getting paid? The answer is simple—exposure.
The Super Bowl halftime show is one of the biggest stages for any artist, reaching over 100 million viewers worldwide. It often leads to significant boosts in music sales, streaming numbers, and brand impact.
Take Rihanna, for example. After her 2023 Super Bowl performance, her Fenty Beauty brand saw an estimated $88.3 million in media impact within just 12 hours, while her Spotify streams jumped by 640%.
Similarly, Jennifer Lopez gained 2.3 million new Instagram followers after her 2020 performance with Shakira, and Lady Gaga saw a 1000% increase in album and song sales following her 2017 halftime show.
The High Cost of the Halftime Show
The production costs are covered by the NFL, but the show itself is not inexpensive.
Reports indicate that the NFL and Apple Music typically allocate approximately $10 million to cover the expenses of lavish sets, special effects, and top-tier audio equipment for the show.
Some artists even go above and beyond. According to reports, Dr. Dre spent $7 million of his own funds for his 2022 halftime show, while The Weeknd did the same in 2021.
Lamar believes the investment was well worth it. His Super Bowl LIX halftime performance is expected to boost his songs back onto the charts, attract a new audience, and further solidify his influence in the industry.
While he might not be receiving a direct paycheck, the long-term benefits are likely to be significant.
