Kendrick Lamar will follow in the footsteps of recent headliners like Usher and Rihanna by performing in the halftime show of the Super Bowl LIX at Caesars Superdome on Sunday
Rapper Kendrick Lamar’s halftime show performance at Super Bowl LIX is expected to be watched by millions.
Kendrick, 37, was announced as the latest headliner last year and will take to the stage at Caesars Superdome in New Orleans, Louisiana, on Sunday. He’s due to be joined by guest SZA for his performance at the annual NFL event.
Millions are expected to tune in as the Kansas City Chiefs take on the Philadelphia Eagles. There is also much excitement about Kendrick – who won five awards at Grammy Awards last week – performing in the coveted halftime show slot of the championship game.
It’s been reported that Kendrick won’t be paid for his set other than a union-mandated minimum though. Performers are said to typically not get paid, with the NFL instead covering expenses associated with the show, including travel costs. A representative for the NFL told the Independent that the league “covers all costs associated with the show and does pay the halftime performers’ union scale” for his team.
The NFL previously confirmed that it doesn’t “pay” artists, but instead covers expenses and production costs. Back in 2016, a spokesperson for it told Forbes: “We do not pay the artists. We cover expenses and production costs.”
According to Sports Illustrated, Usher – who headlined the halftime show last year – was paid the union-rate minimum of $671 for the actual performance, which equates to about £540. He’s said to have also been awarded $1,800 – roughly £1,400 – for the rehearsals leading up to the performance.
Although the apparent fee for performers isn’t millions of dollars, as previously reported, it’s expected that exposure from performing at the sporting event – which had more than 100 million viewers in the US alone last year – offers a significant promotional boost for their music and any other projects. There’s potential for endorsements and it also typically leads to an increase in search interest for them.
Two years ago, for example, it was reported that streaming on Spotify of Rihanna’s music increased by more than 640 per cent after her halftime performance. Other acts are said to have seen a spike in sales due to their sets too.
The Independent notes that the production cost of the halftime show comes with a “high price tag”. It reports that the NFL and sponsor Apple Music have been known to put down around $10 million – around £8 million – to cover the cost of staff involved, the sets and audio equipment.
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