You’d think that standing in the center of a stadium with 100 million people watching would come with a pretty fat paycheck. If you’re Kendrick Lamar, Rihanna, or Usher, your usual nightly rate for a concert is probably north of a million dollars. Easily. So, it feels like a glitch in the Matrix when you find out the truth.
The NFL doesn't pay them. Not a cent in appearance fees.
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Honestly, it sounds like a scam. "Hey, come work for 15 minutes of the most high-pressure television on earth, and we’ll pay you in... exposure?" It’s the ultimate "starving artist" cliché, except it’s happening to billionaires and global icons. But before you start a GoFundMe for Beyonce, you've got to look at the math behind the madness. Because while the salary is zero, the "payday" is actually astronomical.
How much do super bowl halftime performers make from the NFL?
If we’re being technical—and the IRS certainly is—the performers don't walk away with literally nothing. They get paid "union scale."
For most headliners, this is a drop in the bucket. We’re talking about SAG-AFTRA rates. For a performance of this magnitude, the check usually lands somewhere between $600 and $1,500. To a normal person, that’s a decent week's work. To an artist who just spent six months in rehearsal? It’s basically gas money.
The NFL is very open about this. Brian McCarthy, a spokesperson for the league, has confirmed multiple times that they "do not pay the artists," but they do "cover expenses and production costs."
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And those costs? They are terrifying.
The $15 Million "Free" Show
While the artist isn't getting a salary, the NFL (and sponsors like Apple Music) are dropping a fortune on the stage. You’ve seen the shows. There are floating platforms, hundreds of backup dancers, enough pyrotechnics to start a small war, and custom-built stages that have to be assembled in six minutes and taken down in four.
- Production Budgets: Most shows cost between $10 million and $15 million to produce.
- The 2020 J-Lo/Shakira Show: Reportedly cost around $13 million.
- Dr. Dre’s Hip-Hop Masterclass: The NFL footed a massive bill for that elaborate "neighborhood" set.
Here’s where it gets even weirder: some artists actually pay to perform.
If the NFL’s budget doesn't cover the artist’s specific "vision," the artist opens their own wallet. The Weeknd famously dropped $7 million of his own cash to make sure his 2021 performance looked exactly how he wanted. Dr. Dre did something similar. They view it as a 13-minute commercial for their entire brand. If you’re going to have the biggest audience of your life, you don't want to skimp on the lighting.
The "Halftime Bump" is the Real Paycheck
So, if there's no check, why do they do it? Basically, because the Super Bowl is the most effective marketing machine ever created.
The second the lights go down, the "Halftime Bump" begins. It’s a documented economic phenomenon. When Rihanna performed in 2023, she didn't just sing; she touched up her makeup using a Fenty Beauty compact. That three-second plug was worth millions in earned media.
Look at these numbers from past performers:
- Lady Gaga (2017): Her digital song and album sales jumped over 1,000% the day of the game.
- Justin Timberlake (2018): Saw a 534% spike in music sales.
- Usher (2024): According to Apex Marketing Group, Usher gained about $52 million in "earned media value." He used that momentum to announce a massive tour and drop a new album.
It’s not just about Spotify streams. It’s about "cultural relevance." For legacy acts like Snoop Dogg or Mary J. Blige, it’s a reminder to the world that they are still icons. For current stars, it’s about moving from "popular artist" to "household name."
The Cost of Saying No
Interestingly, the NFL once tried to take it a step further. Around 2015, reports surfaced that the league was asking potential performers (like Katy Perry and Coldplay) if they would be willing to pay the NFL a percentage of their post-show tour earnings in exchange for the slot.
Katy Perry’s response was legendary: "I want to be able to say I played the Super Bowl based on my talents and my merit, thank you very much."
The NFL eventually backed off that idea, but it shows how valuable that 13-minute window is. The league knows they are handing over the keys to the world's biggest megaphone.
What it means for future performers
If you're wondering how much do super bowl halftime performers make in 2025 or 2026, the answer is going to stay the same: $0 in fees, millions in clout.
Kendrick Lamar, headlining in New Orleans for 2025, isn't looking for a paycheck from the NFL. He's looking to solidify his status as the definitive voice of modern hip-hop. He’s looking to sell out stadiums for the next three years.
Actionable Insights for Fans and Aspiring Artists
- Don't believe the "Million Dollar Fee" rumors. If you see a TikTok saying a performer made $10 million for the show, it’s flat-out wrong. They are likely confusing the production cost with the artist's fee.
- Watch the branding. If you want to see where the money is really made, watch what the artist wears and what they "accidentally" use on stage. That's the real business deal.
- The "Post-Game" is the "Pay-Game." If you like a performer, watch for their tour announcement within 24–48 hours of the game. That’s when they cash in.
The Super Bowl halftime show is the only place in the world where a billionaire will work for "union scale" and a pat on the back. It’s a high-stakes gamble. If you nail it, like Prince or Beyoncé, you become a legend. If you mess up? Well, just ask Janet Jackson about the long-term costs of a "wardrobe malfunction."
In the end, the artists aren't there for the NFL’s money. They’re there for yours. And based on the ticket and jersey sales that follow every February, they’re getting exactly what they came for.
The real winners of the halftime show aren't the teams on the field, but the artists who manage to turn 13 minutes of "free" work into a decade of career longevity. To make that work, you have to be more than a singer; you have to be a strategist. Kendrick, Rihanna, and the legends before them knew that a $0 salary was the best deal they’d ever sign.
Check the charts the Monday after the game. That's where the real accounting happens.