The Super Bowl halftime show is one of the most coveted stages in the entertainment industry, attracting the biggest names in music and an audience of millions. However, despite the grandeur of the event, performers do not receive a paycheck. Instead, the opportunity provides an unparalleled level of exposure that far exceeds any monetary compensation. The halftime show has evolved significantly since its inception, originally serving as a simple intermission to keep fans entertained. This changed in 1993 when Michael Jackson’s performance attracted more viewers than the game itself, cementing the halftime show as an essential cultural event. Since then, each year’s performance has been highly anticipated, bringing global attention to the artists who take the stage.
Super Bowl LIX, set for February 9, 2025, at Caesars Superdome, will continue this tradition. Kendrick Lamar was announced as the headliner in September 2024, with Apple Music confirming that Grammy-winning artist SZA will join him on stage. The event will also feature Louisiana talent, including jazz musician Jon Batiste, who will perform the national anthem before kickoff. Batiste, a five-time Grammy winner, has expressed excitement about creating an arrangement that will stand the test of time. He emphasized that his performance will center on a theme of togetherness, an idea that resonates with many Super Bowl halftime show performers.
Despite the prestige, many people are surprised to learn that halftime artists do not get paid for their performances. While it may seem logical for a major artist like Lamar to earn a substantial sum, the reality is that the exposure gained from the event is considered far more valuable. Entertainment attorney Lori Landew explained that artists see the Super Bowl as a rare chance to make a statement, whether through song choices, wardrobe selections, or on-stage collaborations. While some performances carry political or cultural undertones, others focus solely on entertaining the massive audience tuning in. According to Landew, securing a Super Bowl halftime spot remains a highly coveted achievement in an artist’s career.
The immense value of the Super Bowl halftime show is evident in the numbers. With over 100 million viewers watching live, the platform offers a promotional opportunity unlike any other. The NFL has even considered whether artists should pay for the privilege of performing. When Beyoncé took the stage in 2013, reports estimated that production costs reached $600,000. More recent estimates suggest that halftime production budgets can climb as high as $10 million, though some dispute these figures. At one point, Katy Perry was approached with the idea of paying for her Super Bowl performance, but she declined, saying she did not want an asterisk by her name for playing the event. Despite not receiving direct payment, Perry saw her career reach new heights after her performance, with increased endorsement deals and greater industry recognition.
Artists who perform at the Super Bowl often see a dramatic boost in their music sales and streaming numbers. Following their 2020 performance, Jennifer Lopez and Shakira saw significant spikes in digital downloads and streaming. Shakira’s music streams increased by 230 percent, while Lopez’s rose by 335 percent. Digital sales surged 893 percent, with hits like “Whenever, Wherever” and “On the Floor” experiencing the most substantial growth. The financial impact extends beyond music sales. Marketing expert Sheri Lambert has described the Super Bowl halftime show as a “marketing partnership rather than just a performance.” With its vast global audience, the event generates increased ticket sales, brand deals, and even film placements for participating artists. Rihanna’s 2023 performance exemplified this when she seamlessly promoted her Fenty Beauty brand by reapplying makeup mid-show, creating a viral moment that boosted product sales and brand awareness.
While the exposure is lucrative, not every artist is eager to take the stage. The performance comes with intense scrutiny, which can deter some from participating. Janet Jackson’s 2004 halftime show remains one of the most controversial in history, proving that while the Super Bowl can elevate an artist’s career, it also exposes them to widespread criticism. Despite this, the halftime show remains one of the most sought-after platforms in entertainment, shaping pop culture and reinforcing the power of live performance. It provides a marketing impact that far surpasses any paycheck, making it an invaluable opportunity for artists who are willing to take on the challenge.
