Kendrick Lamar’s electrifying performance at the Super Bowl LIX halftime show on February 9, 2025, captivated millions.
However, like his predecessors, Lamar did not receive a direct payment for his appearance.
This practice aligns with the NFL’s longstanding policy regarding Super Bowl halftime performers.
The NFL does not offer appearance fees to halftime entertainers.
Instead, performers are compensated with a “union scale” payment, which is a minimal amount guaranteed by union contracts.
According to Forbes, this sum is a fraction of the six or seven-figure earnings artists typically command for performances.
For instance, under union agreements, this typically amounts to around $1,000 per day for rehearsals and the performance itself.
While artists do not receive substantial direct payments, the NFL covers all expenses related to the halftime show. This includes production costs, travel, accommodations, and other logistical needs. These expenses can be significant; for example, the 2020 halftime show featuring Shakira and Jennifer Lopez reportedly had production costs around $13 million.
Performing at the Super Bowl offers unparalleled exposure. The event consistently attracts over 100 million viewers, providing artists with a platform to reach a vast audience. This visibility often leads to substantial increases in music sales and streaming numbers. For example, following Usher’s 2024 halftime performance, his Spotify streams surged by 550%, with his hit “Caught Up” experiencing a 2,000% increase.
The tradition of not paying halftime performers dates back several decades. The NFL’s rationale is that the exposure and subsequent boost in an artist’s profile and sales provide ample compensation. In some instances, artists have even invested their own money to enhance their performances. The Weeknd, for instance, spent $7 million of his own funds to achieve his artistic vision for the 2021 halftime show.
While Kendrick Lamar did not receive a direct paycheck for his Super Bowl LIX halftime performance, the opportunity afforded him significant exposure and potential subsequent financial benefits. The NFL’s policy reflects a longstanding tradition where the prestige and promotional advantages of the halftime show are deemed sufficient compensation for participating artists.
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