The star-studded stages of big-time NFL games are as anticipated and celebrated as the sport itself.
Beyoncé’s halftime show on Christmas Day 2024 attracted over 27 million viewers on Netflix, topping the game’s average audience of 24.3 million.
In 2023, 121 million concurrent viewers watched the Super Bowl during Rhianna’s set and 113.06 million people watched the gameplay (Forbes).
Kendrick Lamar’s symbolic Super Bowl show last night elicited a powerful response. It also has people questioning how much halftime performers are compensated.
The magnitude of talent, high production, and precision that goes into an NFL show is priceless. Which is quite literally what performers are compensated, even the leading name, as they make close to nothing — that is, in comparison to what they would in other prominent media appearances.
By tradition, the NFL compensates artists based on the minimum requirements of a union scale. Under current union agreements, this sits at around $1,000 per day for rehearsals and the performance itself.
This a big jump from the six to seven figures artists of this calibre are accustomed to. However, the NFL does cover travel and production costs to an extent.
The Weekend famously contributed $7 million out-of-pocket to ensure the production met his standards.
While performers are not paid directly, they can receive invaluable exposure and a massive boost in streams.
Halftime artists can access a wider audience of people who may not be familiar with their music or talents. It can also revitalize interest in old fans.
In February 2024, Usher’s halftime performance captured 129 million viewers, setting a record for the most-watched Super Bowl performance ever.
On top of that, Usher’s listener count jumped 1,200% compared to the Sunday before he hit the stage, marking his biggest day in streaming on Apple Music (Sportico).
According to Spotify, streams of Not Like Us by Kendrick Lamar rose by 430%, compared to rates one week ago, between the hours of 9 p.m. and 12 a.m. ET last night. Lamar also won the Grammy for both Record of the Year and Song of the Year with Not Like Us last week.
Lamar’s Super Bowl setlist songs grew by at least 170% (Sportico). In addition, he gained 1 million Instagram followers, reaching his total count to 18.3 million.
SZA’s, who joined Lamar on stage for All the Stars was boosted as well with streams of her music increasing by 80% on Spotify.
While the artists are not paid customary amounts, the opportunity to express themselves, their views and their music to new and familiar audiences is a pay off in itself.
Are you surprised that the NFL pays artists minimum union wages? Share your thoughts in the comments below!
Image source: Christopher Polk/Penske Media
