Why Kendrick Lamar wasn’t paid for performing at the Super Bowl halftime show

Kendrick Lamar just delivered an electrifying halftime performance at Super Bowl LIX — but you may be surprised by how much he’s getting paid for it.

Kendrick Lamar delivered a captivating Halftime Show performance. Credit: Christopher Polk/Penske Media via Getty Images

The 37-year-old rapper took the stage at Caesars Superdome in New Orleans, headlining one of the most-watched musical events of the year.

Joined by longtime collaborator SZA, Lamar delivered an unforgettable show that had fans and celebrities on their feet. There was even a guest appearance from Samuel L. Jackson!

Samuel L. Jackson made a surprise appearance during the performance. Credit: Chris Graythen/Getty Images

But while his performance was nothing short of spectacular, the amount of money he’s walking away with is… zero dollars.

That’s right — Lamar won’t receive a paycheck for his Super Bowl halftime performance.

While it might sound shocking, this is actually the norm for Super Bowl performers. Instead of direct payment, the NFL covers all production costs, including travel and logistics.

A representative for the league confirmed to The Independent that it “covers all costs associated with the show and does pay the halftime performers’ union scale” for Lamar’s crew.

Why Do Artists Perform for Free?

If Lamar isn’t getting paid, why take the gig? The answer is simple: Exposure.

With more than 100 million viewers worldwide, the Super Bowl halftime show is the biggest stage an artist can get, often leading to massive surges in music sales, streaming numbers, and brand impact.

Take Rihanna, for example. After her 2023 Super Bowl performance, her Spotify streams skyrocketed by 640 percent, and her Fenty Beauty brand racked up an estimated $88.3 million in media impact value within just 12 hours.

Rihanna certainly saw the benefits of performance the Halftime Show. Credit: Adam Bow/Icon Sportswire via Getty Images

Similarly, Lady Gaga saw her album and song sales jump by 1000 percent after her 2017 halftime show, and Jennifer Lopez gained 2.3 million new Instagram followers following her 2020 performance with Shakira.

The High Cost of the Halftime Show

While the NFL foots the bill for production, the show itself doesn’t come cheap.

Reports estimate that Apple Music and the NFL typically spend around $10 million to cover the elaborate sets, special effects, and high-end audio equipment needed for the show.

Some artists even go the extra mile. The Weeknd reportedly spent $7 million of his own money on his 2021 halftime performance, while Dr. Dre did the same in 2022.

For Lamar, the investment seems well worth it. His Super Bowl LIX halftime show is expected to catapult his music back up the charts, bringing in a new wave of listeners and boosting his influence across the industry.

While he might not be cashing a direct check, the long-term payoff will likely be massive.