How much will Kendrick make from the Super Bowl halftime show?

Kendrick Lamar, a multi-Grammy-winning artist, is set to headline the Super Bowl LIX halftime show tomorrow (10 February). 

However, despite performing on one of the world's biggest stages, Lamar will not receive a significant financial payment for his performance. 

Instead, he will be compensated at the standard union scale rate, which typically amounts to just over $1,000, as confirmed by the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) and reported by People.

The National Football League (NFL) does not pay halftime performers large sums of money. Instead, they cover all costs related to production, travel, and accommodations.

The true financial benefit for artists like Lamar comes in the form of increased exposure and streaming boosts. 

Historically, artists who perform at the Super Bowl see a massive surge in their music sales and digital streams. 

For example, following her 2023 halftime performance, Rihanna's Spotify streams increased by 640%, and her digital song sales saw an uptick of 390%, according to Forbes. Similarly, after Lady Gaga's 2017 performance, her album and song sales spiked by 1,000%.

Lamar's Super Bowl performance is expected to lead to a surge in streaming numbers, ticket sales, and overall brand exposure. 

Artists have leveraged this platform to announce new projects or tours, with many seeing immediate gains in ticket sales. 

The Weeknd, who performed in 2021, invested $7 million of his own money into his show, resulting in an estimated media impact value of $20 million, according to Forbes.

Controversy regarding NFL payment practice

There has been some debate about the NFL's practice of paying artists only the standard union scale. 

Critics argue that artists deserve financial compensation beyond exposure, given the massive revenue the event generates. 

However, many artists still see the Super Bowl as a prestigious opportunity, willingly accepting the performance as a strategic career move rather than a direct payday.

Despite not receiving a substantial paycheck, Kendrick Lamar's performance at Super Bowl LIX will likely translate into significant commercial gains, reinforcing his influence and reach in the music industry.

Will Lamar perform "Not Like Us"?

There has been speculation about whether Kendrick Lamar will perform his Grammy-winning diss track "Not Like Us," which targets Drake, during the Super Bowl LIX Halftime Show. Reports suggest the song is included in Lamar's setlist, meaning fans could witness large crowds singing along to the track, which heavily criticizes Drake. 

However, it's unclear whether Lamar will perform the entire song, or if it will be broadcast uncensored during the show.

Fox, the network airing the Super Bowl, may take precautions by censoring the controversial lyrics to avoid potential legal issues, as Drake has previously filed lawsuits over the song. Alternatively, they could take the risk and allow Kendrick to perform the track as is. 

Fans will have to wait until the Super Bowl to see how the network handles the situation.

Lamar's triumph

Rapper Kendrick Lamar, one of the big success stories of the Grammys last week, said his fans should expect "storytelling" at the Super Bowl halftime show this weekend. 

Lamar will headline the halftime show at Sunday's showdown between the Kansas City Chiefs and the Philadelphia Eagles and has announced SZA will join him as a featured guest.

He had a clean sweep at last Sunday's Grammys, winning in all five categories for which he received nominations — Record of the Year, Song of the Year, Best Rap Song, Best Rap Performance, and Best Music Video.

"I think I've always been very open about storytelling through my catalogue and history of music ... I like to always carry on that sense of people listening but also thinking," he said in an interview ahead of the NFL's season finale.

Lamar said he had never imagined he would perform at the Super Bowl when he was starting out. In 2022, he appeared as a featured performer in a hip-hop showcase, but this will be his first headline show.