Kendrick Lamar delivered a captivating Halftime Show performance. Credit: Christopher Polk/Penske Media via Getty Images

The 37-year-old rapper headlined at Caesars Superdome in New Orleans, thrilling fans with a high-energy performance alongside SZA. A surprise appearance by Samuel L. Jackson added to the excitement. Samuel L. Jackson made a surprise appearance during the performance. Credit: Chris Graythen/Getty Images

Despite the spectacular show, Lamar won’t receive a paycheck. This isn’t unusual—Super Bowl performers aren’t directly paid. Instead, the NFL covers production costs, including travel and logistics, and pays the crew’s union wages.

Why perform for free? Exposure. With over 100 million viewers, the Super Bowl is a massive platform. Rihanna’s 2023 performance sent her Spotify streams soaring by 640%, and her Fenty Beauty brand gained $88.3 million in media impact within hours. Similarly, Lady Gaga’s sales skyrocketed by 1000% after her 2017 show.

Producing the show isn’t cheap. The NFL and Apple Music reportedly spend around $10 million on production. Some artists even contribute personally—The Weeknd and Dr. Dre each spent $7 million on their performances.