The rapper and business mogul is set to take the stage on February 14, 2027, adding another major name to the list of performers over the years who have appeared on one of the biggest stages. His wife, Beyoncé, even performed at Super Bowl XLVII in 2013.
The high-profile gig, however, doesn’t necessarily come with a big payout. Kendrick Lamar, who headlined the 2025 halftime show, reportedly received no traditional performance fee for his appearance
So, why would a billionaire artist also known as Shawn Carter agree to perform for a standard fee? The answer could come down to music sales, streaming revenue and the potential to turn a huge audience into an even bigger platform.
Marketing campaign of a lifetime
Last year, Bad Bunny’s performance at the halftime show netted 4.157 billion total views globally within the first 24 hours. According to Roc Nation (owned by Jay-Z) and Apple Music, it set a record for global views. Domestically, it grabbed 128.2 million, good for fourth on the all-time list behind Kendrick Lamar, Michael Jackson and Usher.
Roc Nation represents artists like Alicia Keys, Megan Thee Stallion, Rihanna, A$AP Rocky, John Legend, Christina Aguilera, DJ Khaled and Big Sean. Keys, Rihanna and Aguilera have previously performed at the halftime show.
Given the viewership numbers, the real financial gain often comes from the surge in song streams, album sales and brand deals that follow the performance. In the hours following Lamar’s performance, streams for his hit “Not Like Us” shot up 430% on Spotify, according to Variety. There was also a 300% spike in streams for “HUMBLE.” and a 290% increase for “All The Stars,” which he performed on stage with artist SZA.
Bad Bunny’s numbers also went through the roof, with nearly 100 million streams on February 9, compared to 36.2 million streams on February 2. His global on-demand streams reached 271 million. He also didn’t get paid through traditional means.
It’s not always about the music, either. Rihanna’s performance in 2023 was a masterclass in turning halftime into a business opportunity. Mid-show, she casually touched up her makeup using a product from her cosmetic brand Fenty Beauty and strategically debuted a new shade of her liquid lipstick.
