Why Super Bowl Doesn’t Pay Its Halftime Performers
For most artists, getting paid just $1,000 for one of the biggest performances of their career would sound absurd. But when Kendrick Lamar took the stage at Super Bowl LVIII, he wasn’t cashing in a massive check—he was playing for something bigger.
The NFL pulled in over $600 million in ad revenue for the big game, with each 30-second commercial spot selling for $7 million. So why was one of the world’s greatest rappers barely making enough to cover a night at a Vegas hotel?
Super Bowl Halftime Performances Have Never Been About the Money
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Here’s the thing: no Super Bowl halftime performer gets paid a big check. The NFL foots the bill for production, but the artists themselves receive nothing beyond a union-mandated minimum wage—which, in Lamar’s case, amounted to $1,000.
This isn’t a new policy. Before 1991, artists didn’t get paid at all. And in 2014, the league even asked Rihanna, Katy Perry, and Coldplay to pay them for the exposure of performing.
The NFL Spends Millions to Make These Shows Look Incredible
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While the performers don’t get a payday, the NFL covers all production costs, which can reach eye-watering levels. Jennifer Lopez and Shakira’s 2020 halftime show cost $13 million to produce.
That kind of budget allows for stunning visuals, intricate stage designs, and top-tier production quality—the kind of spectacle an artist would never get for free anywhere else.
The Viewership Alone Is Worth More Than Any Paycheck
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In 2023, 118 million people watched Rihanna’s halftime show. To put that into perspective, that’s more than the NBA Finals, World Series, and Oscars combined.
If an artist wanted to buy that kind of ad space, it would cost hundreds of millions of dollars. Instead, they get it for free.
Past Super Bowl Performers Have Seen Their Music Sales Skyrocket
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The real money comes after the show.
When Lady Gaga performed in 2017, her digital music sales jumped 1,000% overnight. Justin Timberlake’s music saw a 534% increase in 2018. Even Katy Perry’s halftime show in 2015 helped her become the highest-paid female artist of the year, pulling in $135 million.
Kendrick Lamar’s Super Bowl Performance Was a Massive Promo for His Tour
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Lamar didn’t just take the stage for fun. He’s about to embark on a national tour with SZA, and nothing sells concert tickets quite like a massive, free TV ad disguised as a halftime show.
If The Weeknd’s Super Bowl performance helped him sell 1 million tickets in a week, there’s no reason Kendrick can’t do the same.
Rihanna Used the Super Bowl to Market Her Brand—And It Paid Off
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Artists who think beyond just music know how to turn the Super Bowl into a goldmine.
Rihanna barely performed last year, yet simply pulling out her Fenty Beauty powder on camera generated $5.6 million in earned media.
If Kendrick had a brand to push, he could have done the same.
Streaming Numbers Surge Immediately After the Halftime Show
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As soon as the halftime show ends, people race to stream the songs they just heard.
Dr. Dre’s streams jumped 185% in 2022 after his performance. Shakira and J.Lo’s 2020 show led to a 267% increase in their catalog streams. Even Coldplay’s music saw a 365% jump after their halftime gig.
For an artist like Kendrick, who just won five Grammys in 2025, this is the perfect moment to keep that momentum rolling.
The Super Bowl Gives Artists a Chance to Reinvent Themselves
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Not every artist performs at the Super Bowl just for sales. Some do it to cement a legacy, change public perception, or reach a new audience.
Take Bruno Mars in 2014—his performance instantly elevated him from a radio-friendly pop star to a bona fide superstar.
Kendrick’s set was an opportunity to showcase his artistry on the world’s biggest stage.
Even the Supporting Performers Work for Next to Nothing
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It’s not just headliners who take the hit—backup dancers and supporting performers are often unpaid or receive minimal compensation.
In past years, some dancers made only $45 per rehearsal, while others were asked to work for free under the guise of being “volunteers.”
SAG-AFTRA had to step in after backlash, but the fact remains: Super Bowl performers aren’t in it for the paycheck.
The NFL Is a Business—And They Know Artists Will Say Yes
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The NFL doesn’t need to pay artists because they know they don’t have to.
For every artist who turns them down over money, there are 20 more who will do it for free just for the opportunity.
The exposure alone is worth more than any check the league could write.
Big Name Sponsors Cover the Costs—and Benefit From the Hype
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While the NFL pays for production, sponsors like Pepsi and Apple Music are the ones funding these shows.
In return, they get massive brand visibility, whether it’s through artist partnerships, advertising slots, or product placements.
This Isn’t Just a Performance—It’s a Cultural Moment
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Being the Super Bowl halftime performer isn’t just about playing music—it’s about being part of history.
The biggest artists of all time—Michael Jackson, Prince, Beyoncé, Madonna—have all done it. Kendrick’s performance now places him in that exclusive club.
At the End of the Day, It’s About the Long Game
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Kendrick Lamar didn’t walk away with a huge paycheck. But in the long run?
He just got 13 minutes of uninterrupted airtime on the most-watched event in America.
The streaming spikes, tour ticket sales, brand opportunities, and lasting cultural impact make that $1,000 paycheck seem like the best deal in the industry.