2 weeks Ago By Moneywise
Grammy Award-winning rapper Kendrick Lamar is set to headline the NFL ’s Super Bowl LIX halftime show, an event that’s expected to draw over 100 million viewers and serves as one of the most coveted performance slots in the industry. But despite the months of preparation and massive production costs, Lamar won’t be cashing in the way you might expect. In fact, he won’t be getting paid much at all.
Don't miss That’s because Super Bowl halftime show performers don’t receive the type of paycheck they’re used to earning. In a statement to The Independent, an NFL representative confirmed that the league “covers all costs associated with the show” while ensuring performers get paid “union scale.” According to Forbes, this amounts to “a fraction of the six- and seven-figure sums” these headlining artists typically bank.
So, why do artists like Lamar — and those before him — continue to take on such a high-profile gig with little financial incentive? Marketing campaign of a lifetime While Lamar won’t be receiving a big paycheck from the NFL , the Super Bowl stage offers another kind of payout — exposure. It gives musicians the opportunity to put their discography on display in front of a global audience. And that audience is no small crowd.
Forbes projects that Super Bowl viewership will hit 117.3 million in 2025, which would make it one of the most-watched television events of the year. With numbers like that, the real financial gain often comes from the surge in song streams, album sales and brand deals that follow the performance.
Rihanna’s show in 2023, for example, resulted in a massive spike in music sales. According to Forbes, citing data from Luminate, between the Saturday before the game and Monday the day after, Rihanna’s on-demand streams jumped by 211%, while digital album sales surged 301% and digital song sales spiked 390%. Read more: Home prices in America could fly through the roof in 2025 — here’s the big reason why and how to take full advantage (with as little as $10) It’s not always about the music, either.
Rihanna’s performance was a masterclass in turning halftime into a business opportunity. Mid-show, she casually touched up her makeup using a product from her cosmetic brand Fenty Beauty and strategically debuted a new shade of her liquid lipstick. For artists, performing at the Super Bowl halftime show is a once-in-a-lifetime marketing opportunity.
But does it really come at no cost? While the NFL covers production expenses for the Super Bowl halftime show, the idea that performing comes with no cost isn’t exactly true. For many artists, the true price isn’t just financial — it’s creative and emotional. Some performers are perfectionists with a vision that can outpace the budget provided.
In 2021, The Weeknd reportedly spent $7 million of his own money on his show to bring his vision to life. Forbes reports a source informed the publication Dr. Dre also spent $7 million in 2022 to bring together his West Coast hip-hop showcase.
But beyond the dollars, there’s a toll of squeezing an entire legacy into just over a dozen minutes. Ahead of her 2023 performance, Rihanna told reporters: “You’re trying to cram 17 years of work into 13 minutes. It’s difficult.
” As anticipation builds for Kendrick Lamar’s performance, the focus isn’t just on what the audience sees — it’s also on what it takes to get there. What to read next This article provides information only and should not be construed as advice. It is provided without warranty of any kind.
.
