Artists Don’t Get Paid for Performing at the Super Bowl Halftime Show – Here’s Why
Despite being one of the most sought-after entertainment stages, the Super Bowl halftime show does not pay its performers. Rather, there is a significant benefit to the opportunity that extends beyond financial gain.
Despite featuring some of the world’s biggest stars and drawing massive audiences, the Super Bowl halftime show doesn’t offer compensation to its performers—but there’s a fascinating reason behind it. What began as a way to entertain spectators during the midgame break has since evolved into one of the most highly anticipated events of the year. The turning point came in 1993, when Michael Jackson’s performance drew more viewers than the actual Super Bowl game itself. That iconic moment redefined the halftime show, transforming it into a cultural spectacle.
Since then, the Super Bowl halftime show has become a must-see event, with each year’s performance eagerly awaited by fans around the globe.
This tradition will continue with Super Bowl LIX, set to take place at the Caesars Superdome on February 9, 2025. In a thrilling announcement made in September 2024, Kendrick Lamar was revealed as the headline performer.
In an exciting new update from Apple Music, the official halftime show sponsor, it’s been confirmed that Grammy-winning artist SZA will join Kendrick Lamar for an unforgettable performance at Super Bowl LIX. Together, they’ll bring their signature chemistry to the stage, making the halftime show a must-see event.
But the star power doesn’t end there. The evening will also celebrate Louisiana talent, as Jon Batiste, the five-time Grammy Award-winning jazz vocalist and multi-instrumentalist, will perform the national anthem. Batiste has expressed his eagerness to create a rendition that will leave a lasting impact. In a recent interview, he shared, “I’m excited to figure out an arrangement that lasts the test of time, and I look forward to sharing it with the world.”
When asked about the possibility of collaborating with Kendrick Lamar, Batiste kept the details under wraps, teasing fans by saying, “It’s all about togetherness.” What’s in store for the performance remains a closely guarded secret—adding even more anticipation for the upcoming spectacle.
Batiste’s approach to his Super Bowl performance aligns with a recurring theme seen among halftime artists: while the stage may seem like a massive payday, performers are not compensated financially. Despite the visibility and potential career boost, Kendrick Lamar, like others before him, will not receive a paycheck for his iconic set.
Entertainment lawyer Lori Landew explained in a past interview, “Artists understand that the Super Bowl halftime show is a unique opportunity to make an ideological statement.” From the songs they choose to perform to their onstage attire and the messages they convey through gestures, artists see the halftime show as a platform to express themselves. Many performers seize the moment to entertain millions, showcasing their musical talents to a vast audience, while others use the stage to make political or cultural statements. For these artists, the exposure is often more valuable than a financial reward.
According to Landew, the Super Bowl halftime show remains an extremely sought-after opportunity for artists. “Each performance offers insight into the artistic choices performers make when given a platform to reach millions, even if some messages are more subtle than others.”
The NFL has even considered whether musicians should pay for the privilege, given the immense value and visibility of the Super Bowl stage, which is watched by over 100 million people worldwide.
Take Beyoncé’s 2013 performance, for instance—despite not being paid, the production costs for her set were estimated at over $600,000. More recent performances have seen production expenses climb to as much as $10 million, although some critics question whether those figures are inflated. Even so, the exposure is undeniable.
Katy Perry, when approached about being compensated, turned the offer down, saying, “I don’t want an asterisk by my name for playing the Super Bowl for the rest of my life.” Her decision, despite her tour already being sold out and no new album to promote, paid off. The performance doubled her high-profile endorsement offers and solidified her place among the industry’s top stars. For these artists, the prestige and exposure can often outweigh any immediate paycheck.
The Super Bowl halftime show has historically provided major boosts to artists, and Coldplay is no exception. Just like legendary British bands such as The Rolling Stones, Paul McCartney, and The Who, Coldplay’s involvement in the iconic event elevated their career. Frontman Chris Martin even joked that every move he makes is a “Bono move,” drawing inspiration from the U2 frontman’s massive influence.
Beyond the spotlight, Super Bowl performers often see significant gains in song sales and streaming numbers following their halftime show appearance. Shakira and Jennifer Lopez, for example, saw a notable surge in popularity on streaming platforms after their powerful joint performance in 2020. For many artists, the Super Bowl stage isn’t just about the performance itself—it’s a high-profile opportunity to expand their fan base and cement their status in music history.
Shakira and Jennifer Lopez saw remarkable boosts in streaming and digital sales after their 2020 Super Bowl halftime performance, with their featured tracks spiking by 230% and 335%, respectively. Digital sales soared by an incredible 893%, largely driven by songs like “Whenever, Wherever” and “On the Floor.” While the performance itself was unpaid beyond the union scale, the financial payoff from the exposure was undeniable.
The Super Bowl halftime show has become more than just a performance—it’s a strategic marketing opportunity. Marketing expert Sheri Lambert described it as a “marketing partnership,” where the visibility and status gained are far more valuable than any paycheck. With over 100 million viewers tuning in live, artists have access to a global stage that fuels not just streaming and ticket sales, but brand collaborations and even movie placements.
Take Rihanna’s performance, for example. When she touched up her makeup mid-performance, it was an effortless promotion of her own Fenty Beauty brand. The moment went viral, leading to an increase in brand awareness and spotlighting the power of the Super Bowl platform to turn every detail into a marketing goldmine.
Despite the immense allure of the Super Bowl halftime stage, not all artists are eager to take the opportunity. Marketing expert Sheri Lambert pointed out that the intense scrutiny that comes with such a performance can be overwhelming. Some artists shy away from the spotlight due to the potential for both backlash and excessive praise, like Janet Jackson after her infamous 2004 halftime appearance.
However, for many, the Super Bowl halftime show remains one of the most powerful entertainment platforms, offering unparalleled global exposure that far outweighs any paycheck. Beyond showcasing music, it serves as a marketing juggernaut, as evidenced by Rihanna’s seamless promotion of Fenty Beauty during her performance.
While the opportunity to perform at such a prestigious event can undoubtedly boost an artist’s career, the pressure and public scrutiny sometimes outweigh the benefits for certain musicians. Despite these challenges, the Super Bowl halftime show remains an iconic stage, continuously shaping pop culture and emphasizing the lasting impact of live performances in today’s entertainment landscape.
