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With 22 Grammys and many chart-topping hits, Kendrick Lamar is one of hip-hop’s most critically acclaimed artists. But when he takes the Super Bowl LIX halftime stage tonight, he won’t receive a massive paycheck for it.
That’s because Super Bowl halftime performers don’t get paid beyond a small union-mandated rate. Sports Illustrated reported Usher, 2024’s performer, received $671 for his performance and about $1,800 for the show’s rehearsals.
The league “covers all costs associated with the show and does pay the halftime performers’ union scale,” a NFL representative told The Independent.
The NFL and Apple Music (this year’s halftime sponsor) will pay for production costs, which can exceed $10 million, according to Forbes. This includes everything from stage design to travel expenses, making the performance itself essentially “free” for the artist. However, in some cases, performers invest their own money to bring their visions to life. In 2021, for example, The Weeknd reportedly put $7 million of his own money into his show.
With last year’s Super Bowl having over 120 million viewers, the halftime show isn’t just a concert; it’s one of music’s biggest marketing opportunities. The real pay, as such, comes in exposure.
The show’s high visibility can lead to increased album sales, streaming numbers, ticket sales, and social media followers. Following the 2024 halftime show, performer Usher, saw a 550 percent boost in his Spotify streams. His performance was during the most-watched Super Bowl to date. Similarly, Rihanna’s 2023 set led to a 640 percent jump in music sales.
Lamar isn’t just stepping onto the Super Bowl stage this year. In April, he’s kicking off a 19-date stadium tour with SZA, who is set to join him as a special guest during the halftime show. The duo, known for hits like “All the Stars” and “Doves in the Wind,” will no doubt benefit from the performance’s reach.