The Super Bowl halftime show stands as one of the most prestigious platforms in the entertainment world, attracting music’s biggest names and captivating millions of viewers globally. Yet, despite its grandeur, performers do not receive direct payment for their participation. This might seem surprising, but the benefits artists reap from this exposure far surpass any monetary compensation.

The Evolution of the Halftime Show

Originally, the Super Bowl halftime was a simple intermission designed to keep fans engaged during the game’s break. This changed dramatically in 1993 when Michael Jackson’s performance drew more viewers than the game itself, highlighting the show’s potential as a cultural phenomenon. Since then, each year’s performance has become a highly anticipated event, featuring iconic moments that shape pop culture.

Super Bowl LIX: A Look Ahead

Scheduled for February 9, 2025, at Caesars Superdome, Super Bowl LIX promises to uphold this tradition. Kendrick Lamar was announced as the headliner in September 2024, with Grammy-winning artist SZA joining him on stage. Additionally, Louisiana’s own jazz musician Jon Batiste will perform the national anthem, emphasizing the event’s theme of unity. Batiste expressed his excitement about creating a rendition that stands the test of time, stating, “It’s all about togetherness. That’s the key.”

The Value of the Super Bowl Stage

Despite the event’s magnitude, halftime performers do not receive direct payment. Entertainment attorney Lori Landew explains that artists view the show as an opportunity to make a statement—through their music, outfits, collaborations, or on-stage gestures. Some incorporate political or cultural themes, while others aim to entertain a massive audience. Securing a halftime spot remains one of the most coveted achievements in the music industry.

Unmatched Global Exposure

With over 100 million viewers, the exposure artists receive is unparalleled. The NFL has even considered whether performers should pay for the privilege of being featured. When Beyoncé performed in 2013, production costs reportedly reached $600,000. More recent estimates suggest that halftime production budgets can soar as high as $10 million. At one point, Katy Perry was approached with the idea of paying for her performance, but she declined, saying she did not want an asterisk by her name for playing the Super Bowl. Even without direct financial compensation, Perry’s career skyrocketed following her performance, with endorsement deals and industry recognition multiplying.

Post-Performance Benefits

The impact of a Super Bowl halftime performance extends far beyond a single night. Many artists experience dramatic increases in music sales and streaming figures. Following their 2020 performance, Jennifer Lopez and Shakira saw their music skyrocket in popularity—Shakira’s streams surged by 230 percent, while Lopez’s increased by 335 percent. Digital sales spiked 893 percent, with their most famous hits receiving the biggest boost.

A Marketing Partnership

Marketing expert Sheri Lambert describes the Super Bowl halftime show as a “marketing partnership rather than just a performance.” The event provides artists with global exposure that leads to increased ticket sales, brand collaborations, and even film opportunities. Rihanna’s 2023 halftime show demonstrated this perfectly when she seamlessly promoted her Fenty Beauty brand by reapplying makeup mid-performance. The viral moment led to a significant surge in product sales and brand visibility.

The Risks Involved

However, not every artist jumps at the chance to perform on such a massive stage. While the exposure is invaluable, the performance comes with immense scrutiny. Some artists decline the invitation, concerned about the overwhelming praise and criticism that inevitably follow. Janet Jackson’s infamous 2004 halftime show remains a prime example of how a performance can define an artist’s career in unexpected ways.

Conclusion

Despite the lack of direct payment, the Super Bowl halftime show offers artists unparalleled exposure and subsequent career benefits. The platform serves as a powerful marketing tool, providing opportunities that far outweigh a one-time paycheck. For many artists, the chance to perform on this historic stage is an invaluable opportunity to reach a global audience and leave a lasting impact.