Why Kendrick Lamar Won’t Get Paid For The Super Bowl Halftime Show

The Feud That Fueled Kendrick Lamar’s Rise to Hip-Hop’s Summit

The hip-hop world was set ablaze last summer when Kendrick Lamar and Drake engaged in a highly publicized feud, a clash that not only made headlines but also significantly shaped their careers. This month, Drake made news by filing a defamation lawsuit against Universal Music Group, while Kendrick Lamar gears up for the pinnacle of his career: headlining the Super Bowl LIX halftime show in New Orleans. At 37, Lamar’s journey from a critically acclaimed artist with a dedicated fanbase to the main act of music’s biggest event is nothing short of remarkable. Many speculate that without the buzz generated by the feud and the diss tracks it spawned, Lamar might not have been chosen for this prestigious gig. His anthemic diss track, "Not Like Us," achieved over a billion streams on Spotify in 2024 and dominated Billboard’s Hot Rap Songs chart for a record-breaking 21 weeks. Music producer Antwan "Amadeus" Thompson Sr. believes the feud propelled Lamar’s career, stating that no one can deny his current status as hip-hop’s hottest artist. The Super Bowl stage is expected to catapult Lamar’s career even further, offering a platform where all eyes will be on him.

The Super Bowl Halftime Show: The Ultimate Career Catalyst

Performing at the Super Bowl halftime show is a pinnacle of success, offering unparalleled exposure. Lamar will perform before over 80,000 fans at the New Orleans Superdome and millions more nationwide. This gig is so coveted that artists are willing to perform for free, which Lamar will do, receiving only a minimal union-mandated fee. The NFL and Apple Music, the halftime show sponsor, cover production costs that often exceed $10 million. While some artists invest millions more to enhance their performance, the payoff is substantial. For instance, last year’s headliner, Usher, saw a 550% surge in Spotify streams post-show. Rihanna cleverly used her 2023 performance to promote her Fenty Beauty brand, generating an estimated $44 million in media value. Lamar is poised to ride this wave, leveraging the Super Bowl’s massive audience to boost his already thriving career.

Kendrick Lamar’s Big Year: Performances and Ventures

Lamar’s Super Bowl performance is just the beginning of an exciting year. This summer, he will embark on a 19-stop stadium tour across North America, joined by SZA, who will also guest star during the halftime show. Their collaboration on tracks like "Luther" and "Gloria" from Lamar’s new album, GNX, has already garnered significant attention. Additionally, a movie produced by Lamar, in collaboration with Trey Parker and Matt Stone of South Park, is set for release in July, further diversifying his influence. This marks a significant leap for Lamar, who first tasted the Super Bowl spotlight in 2022 with a brief appearance during Dr. Dre and Snoop Dogg’s performance, a moment seen as a symbolic passing of the torch in West Coast rap. Now, as a 17-time Grammy winner and Forbes 30 Under 30 alumnus, Lamar is stepping into the stadium headliner spotlight, a testament to his growth and enduring impact.

A Surprising Choice for the Super Bowl Stage

Lamar’s selection as the halftime performer is intriguing, considering the show’s recent tendency to feature artists closely associated with the host city. New Orleans native Lil Wayne, a multi-platinum artist discovered by Drake, seemed like the obvious choice. However, Thompson suggests Wayne’s ties to Drake might have influenced the decision, making a special guest appearance unlikely. Despite this, Lamar’s current dominance in hip-hop makes him an ideal choice. His music, known for addressing profound issues like mental health and social unity, offers depth rare on such a grand stage. Recent events, such as January’s Los Angeles wildfire, have highlighted Lamar’s role as a voice for substance, aligning his selection with a moment of societal need.

Hip-Hop’s Cultural Resonance and the NFL’s Strategic Choice

Jasmine Young, a music industry expert and director at Howard University, notes the mutual benefit of Lamar’s performance for both him and the NFL. In an era where hip-hop is a cornerstone of brand marketing, Lamar’s cultural impact aligns perfectly with the NFL’s desire to connect with a global audience. Lamar’s own assertion that rap is the most impactful genre underscores this synergy. His performance not only boosts his career but also enhances the NFL’s appeal, demonstrating how hip-hop’s influence extends beyond music into mainstream culture.

A Cultural Phenomenon and the Future of Music

Kendrick Lamar’s ascension to the Super Bowl halftime stage is more than a career milestone; it’s a cultural phenomenon. His journey from a cult favorite to a global icon, fueled by last summer’s feud with Drake, highlights the dynamic nature of the music industry. As Lamar prepares to captivate millions, his performance promises to be a defining moment in hip-hop history, blending artistry with activism. The exposure and opportunities following the Super Bowl will undoubtedly propel Lamar to new heights, cementing his legacy as a pivotal figure in music and beyond. This moment is not just about Kendrick Lamar; it’s about the enduring power of hip-hop to influence and inspire on the world’s biggest stage.