It might surprise you to learn that Kendrick Lamar and other Super Bowl halftime artists are not compensated for their incredible performances.
Artists are not compensated directly for their time on stage, although the NFL does pay for production and other expenses.
Even still, one of the most sought-after gigs in the music industry is still playing at the Super Bowl.
A halftime performance, however, can have a huge positive impact on music streaming.
With a stadium full of about 83,000 supporters and more than 100 million viewers globally, the exposure that musicians receive is priceless. Launchmetrics, a brand marketing and media monitoring firm, estimates that Rihanna’s 2023 halftime performance brought in an estimated $88.3 million (R1600 million) in “media impact value,” and that her Spotify streaming increased by an astounding 640%.
After her 2020 set with Shakira, Jennifer Lopez got 2.3 million new Instagram followers, while Lady Gaga’s 2017 performance led to a 1000% increase in album and song sales.
This Super Bowl performance marks a turning moment in Kendrick Lamar’s career. His most recent songs, “Not Like Us” and “Like That,” which featured Future and Metro Boomin, have both reached the top of the Billboard Hot 100.
In addition to his success, Lamar just won five more Grammy Awards, confirming his place among the most significant performers in the business.
Even though he might not be being paid, the Super Bowl stage is an unparalleled chance to reach a worldwide audience and promote his songs and brand.
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