Kendrick Lamar will headline the Super Bowl LIX halftime show in 2025, but contrary to expectations, he won't receive a performance fee. This aligns with the NFL's long-standing policy, but artists benefit greatly from the unparalleled global exposure and the subsequent boost to their brand and music sales.
Rapper Kendrick Lamar will headline the Super Bowl LIX halftime show on February 9, 2025, at the Caesars Superdome in New Orleans. While fans might have assumed such a high-profile gig came with a hefty paycheck, the reality is Lamar won't receive payment for his performance. However, all performance expenses were fully covered, and the 'Not Like Us' singer will still reap significant benefits from the worldwide exposure and the boost to his brand.
The Super Bowl halftime show is one of the most-watched musical events globally, attracting over 100 million viewers annually. Artists like Lamar seize this opportunity to showcase their talent on an unparalleled stage, leading to significant boosts in music sales and streaming numbers. Contrary to what some might expect, Lamar will not receive any payment for his Super Bowl LIX halftime performance. This aligns with the NFL's longstanding policy of not paying halftime show performers. Darrell D. Miller, partner and founding chair of the entertainment & sports law department at Fox Rothschild, told Newsweek his firm has had clients on the Super Bowl halftime show. He notes artists not getting paid to perform at halftime 'is a tradition of the NFL.' However, there's a 'quid pro quo for doing it' that makes it worthwhile for the performers. Miller notes 'the prestige associated with being the headliner of the Super Bowl' with hundreds of millions of people around the world watching can lead to a big boost to a performer's brand from getting that kind of attention. 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,' Miller said. Baird D. Fogel, U.S. sports practice lead for Eversheds Sutherland and partner-in-charge of the San Francisco Office told Newsweek artists tend to see a spike in their music streams and search traffic. Rihanna saw a 1,140 percent increase in music streams during Super Bowl weekend 2 years ago. Fogel and Miller note that the NFL covers all expenses, which can be millions of dollars. 'They give you a pot of money to cover all your expenses, to cover the cost of producing your show and cover the cost of other artists that you bring on,' said Miller. Fogel adds that the NFL 'does pay a minimum union wage' and said, 'Some artists have actually contributed their own money to the production as well, highlighting even more the value of this unique exposure event.' Like the Super Bowl halftime show, there are other high-profile events where entertainers don't receive direct payment. These events provide artists with valuable exposure and opportunities that can lead to future paid gigs, increased fan bases and other career benefits. These include major award shows (Oscars, Grammys), charity events and some music festivals.With over 20 years of experience and knowing how the business typically works, Miller speculates performers for the Super Bowl halftime show are typically selected through a combination of efforts by the NFL owners, creative teams and lobbying from music labels pushing to promote a high-level artist. Jay-Z, who has been part of the NFL, may also play a role in curating the halftime show, leveraging his connections within the music business. Following his Super Bowl performance, Lamar is set to embark on the Grand National Tour with special guest SZA, starting in April 2025. Given the historical boosts in music sales and streaming following Super Bowl performances, Lamar's discography is expected to experience a significant surge in popularity
SUPER BOWL LIX Kendrick Lamar Halftime Show NFL Music Exposure Brand Boost Music Sales
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