Kendrick Lamar will not be paid a cent for his Super Bowl halftime show.
The ‘Swimming Pools’ rapper is one of hip-hop’s most acclaimed artists and is now set to headline the Super Bowl LIX halftime show on February 9, 2025, at the Caesars Superdome in New Orleans.
This marks Lamar’s first solo halftime show appearance, following his memorable contribution to the 2022 ensemble performance alongside Dr. Dre, Eminem, Mary J. Blige, Snoop Dogg, and 50 Cent.
Many fans may be surprised to learn that despite performing on one of the world’s most-watched stages, Lamar will not be paid for his halftime performance.
This aligns with a longstanding NFL policy, which does not offer direct compensation to Super Bowl halftime performers.
An NFL spokesperson explained to Forbes in 2016: “We do not pay the artists. We cover expenses and production costs.”
For instance, the production of the 2020 halftime show featuring Shakira and Jennifer Lopez reportedly cost $13 million, as per Reuters.
The lack of a paycheck may seem surprising, but the exposure gained from the Super Bowl halftime show is invaluable.
Historically, artists have experienced massive boosts in streaming numbers, album sales, and ticket demand following their performances.
After the 2020 Super Bowl, Shakira reportedly saw a 230% increase in streams, while Jennifer Lopez is said to have experienced a 335% spike.
It’s anticipated Lamar’s appearance will yield similar benefits, cementing his legacy while reaching an even broader audience.
Darrell D. Miller, partner and founding chair of the entertainment & sports law department at Fox Rothschild, told Newsweek: “When you do the Super Bowl… the world is watching you. Your music is going to be seen by new people… Your touring is going to go up because all of a sudden, all these people want to see you… and your overall ancillary appeal as a household name goes up.”
In a promotional video announcing his role as the 2025 halftime headliner, Lamar emphasized the honor and weight of the opportunity, saying: “You know there’s only one opportunity to win a championship. No round 2’s.”
With a reputation for electrifying live performances and a catalog of hits like ‘HUMBLE.,’ ‘Alright,’ and ‘Money Trees,’ fans are already anticipating a show-stopping set from the 17-time Grammy Award winner.
The 2025 Super Bowl, featuring a rematch between the Kansas City Chiefs and the Philadelphia Eagles, adds an extra layer of excitement to the event.
The Chiefs, led by quarterback Patrick Mahomes, aim to make history with their third consecutive championship – a feat not achieved in decades.
