Off The Record
The Unexpected Sum That Kendrick Lamar Will Receive For His Performance During The Super Bowl Lix Halftime Show
You might be shocked to learn how much Kendrick Lamar being paid for his incredible halftime performance at Super Bowl LIX.
The 37-year-old rapper headlined one of the year’s most viewed musical events at Caesars Superdome in New Orleans.
Longtime partner SZA joined Lamar for an incredible performance that had both fans and celebs standing up. Samuel L. Jackson even made an appearance as a guest!
Despite the fact that his performance was nothing short of outstanding, he is taking home exactly zero cash.
Yes, Lamar will not be paid for his performance during the Super Bowl halftime.
Although it may seem surprising, Super Bowl performers typically do this. The NFL pays for all production expenses, including travel and logistics, rather than paying out cash.
The league “covers all costs associated with the show and does pay the halftime performers’ union scale” for Lamar’s crew, a league spokesman told The Independent.
Why Do Artists Perform for Free?
Why accept the job if Lamar won’t be compensated? Exposure is the straightforward solution.
The Super Bowl halftime performance is the biggest stage an artist can have, with over 100 million viewers globally. It frequently results in huge spikes in music sales, streaming figures, and brand effect.
Consider Rihanna as an example. In just 12 hours following her 2023 Super Bowl performance, her Fenty Beauty brand amassed an estimated $88.3 million in media impact value, and her Spotify streaming surged by 640 percent.
In a similar vein, Jennifer Lopez acquired 2.3 million new Instagram followers after her 2020 performance with Shakira, and Lady Gaga had a 1000 percent increase in album and song sales following her 2017 halftime act.
The High Cost of the Halftime Show
The production costs are covered by the NFL, but the show itself is not inexpensive.
Reports indicate that the NFL and Apple Music typically allocate approximately $10 million to cover the expenses of lavish sets, special effects, and top-tier audio equipment for the show.
Some artists even go above and beyond. According to reports, Dr. Dre spent $7 million of his own funds for his 2022 halftime show, while The Weeknd did the same in 2021.
According to Lamar, the investment was worthwhile. It is anticipated that his Super Bowl LIX halftime performance will propel his songs back up the charts, attracting a fresh audience and increasing his impact inside the business.
The long-term benefit will probably be enormous, even if he might not be cashing a check directly.
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