Rap star Kendrick Lamar got paid little to nothing to play the Super Bowl halftime show — here's why he did it anyway

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.”

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.