It may come as a surprise, but Super Bowl halftime performers, including Kendrick Lamar, do not receive any payment for their show-stopping performances.
While the NFL covers production costs and other expenses, artists are not directly paid for their time on stage.
Despite this, performing at the Super Bowl remains one of the most sought-after gigs in the music industry.
However, the ripple effect of a halftime performance can lead to significant boosts in music streams.
With over 100 million viewers tuning in worldwide and a stadium packed with approximately 83,000 fans, the exposure artists gain is invaluable.
History has shown just how lucrative this platform can be.
Rihanna’s 2023 halftime show led to a staggering 640% increase in her Spotify streams and generated an estimated $88.3 million (R1600 million) in "media impact value," according to media monitoring and brand marketing company Launchmetrics.
Lady Gaga’s 2017 performance resulted in a 1000% surge in album and song sales, while Jennifer Lopez gained 2.3 million new Instagram followers after her 2020 set with Shakira.
For Kendrick Lamar, this Super Bowl performance comes at a high point in his career. His latest tracks, “Like That” featuring Future and Metro Boomin, and “Not Like Us”, have both climbed to the top of the Billboard Hot 100.
Adding to his success, Lamar recently secured five more Grammy Awards, solidifying his status as one of the industry’s most influential artists.
While he may not be walking away with a paycheck, the Super Bowl stage offers an unmatched opportunity to amplify his brand and music to a global audience.
IOL Entertainment