Feb 20, 2025
Grammy Award-winning rapper Kendrick Lamar headlined the NFL’s Super Bowl LIX halftime show on Feb. 9, an event that drew over 100 million viewers and continues to serve as one of the most coveted performance slots in the industry.
But despite the months of preparation and massive production costs, Lamar didn’t cash in the way you might expect. In fact, he wasn’t paid much at all.
Advertisement
That’s because Super Bowl halftime show performers don’t receive the type of paycheck they’re used to earning. In a statement to The Independent, an NFL representative confirmed that the league “covers all costs associated with the show” while ensuring performers get paid “union scale.”
Thanks for subscribing!
Read the best of Moneywise in 5 minutes or less.
By signing up, you accept Moneywise Terms of Use, Subscription Agreement, and Privacy Policy.
According to Forbes, this amounts to “a fraction of the six- and seven-figure sums” these headlining artists typically bank.
So, why do artists like Lamar — and those before him — continue to take on such a high-profile gig with little financial incentive?
Marketing campaign of a lifetime
While Lamar didn’t receive a big paycheck from the NFL, the Super Bowl stage offers another kind of payout — exposure. It gives musicians the opportunity to put their discography on display in front of a global audience.
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.
Case in point, in the hours following Lamar’s showcase, streams for the rapper’s 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.
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.
For artists, performing at the Super Bowl halftime show is a once-in-a-lifetime marketing opportunity.
Advertisement
Must Read
- The ultra-rich use these 5 real estate strategies to build wealth while they sleep — you can start with just $100
- Here’s the average income of Americans by age in 2026. Are you keeping up or falling behind?
- Insurance companies profit most from drivers who auto-renew without shopping around. Comparing 100+ quotes takes 2 minutes and costs nothing
Join 250,000+ readers and get Moneywise’s best stories and exclusive interviews first — clear insights curated and delivered weekly. Subscribe now.
But does it really come at no cost?
While the NFL covers production expenses for the Super Bowl halftime show, the idea that performing comes with no cost isn’t exactly true. For many artists, the true price isn’t just financial — it’s creative and emotional. Some performers are perfectionists with a vision that can outpace the budget provided.
In 2021, The Weeknd reportedly spent $7 million of his own money on his show to bring his vision to life. Forbes reports a source informed the publication Dr. Dre also spent $7 million in 2022 to bring together his West Coast hip-hop showcase.
But beyond the dollars, there’s a toll of squeezing an entire legacy into just over a dozen minutes. Ahead of her 2023 performance, Rihanna told reporters: “You’re trying to cram 17 years of work into 13 minutes. It’s difficult.”
As fans reflect on Kendrick Lamar’s performance, the focus isn’t just on what the audience sees — it’s also on what it took to get there.
You May Also Like
- JP Morgan sees gold hitting $6,000/oz before 2027 — and a Gold IRA lets you hold the physical metal while deferring the tax bill. Get your free guide from Priority Gold
- Dave Ramsey warns nearly 50% of Americans are making 1 big Social Security mistake — here’s what it is and the simple steps to fix it ASAP
- Thanks to Jeff Bezos, you can now become a landlord for as little as $100 — and no, you don't have to deal with tenants or fix freezers. Here's how
- Millionaires under 43 are reshaping investing — just 25% of their portfolios are in stocks. Here’s where their money is going
Victoria Vesovski is a Toronto-based staff reporter at Moneywise covering personal finance, lifestyle and trending news. She holds degrees from the University of Toronto and New York University, and her work has appeared on platforms including Yahoo Finance, MSN Money and Apple News.
