As the excitement builds for the upcoming Super Bowl, questions persist about the financial arrangements behind one of its most anticipated moments: the halftime show. For decades, the NFL has showcased some of the biggest names in music on its grand stage, from Beyoncé and Lady Gaga to Rihanna and Kendrick Lamar, drawing an audience of over 100 million viewers worldwide. Yet, despite the immense visibility, performers do not receive direct payment from the league, according to multiple reports from entertainment industry insiders.
The tradition dates back years, with artists performing 15-minute sets that often become cultural touchstones. In a statement to Forbes in 2016, NFL spokesperson Joanna Hunter clarified the league's stance: “We do not pay the artists. We cover expenses and production costs.” This policy has remained consistent, even as the event's profile has soared. Travel expenses, accommodations, and the elaborate production—complete with pyrotechnics, dancers, and custom stages—are all footed by the NFL, but no salary or fee is extended to the headliners.
Entertainment attorney Lori Landew echoed this in a 2019 interview with Forbes, describing the gig as “a highly coveted spot for many artists.” She noted that for some, the performance is less about politics or controversy and more about “an opportunity to entertain an enthusiastic crowd and to share their music and their talent with millions of viewers.” Indeed, the exposure can translate into tangible career boosts. After Shakira and Jennifer Lopez's joint performance at the 2020 Super Bowl in Miami, Shakira's music streams surged by over 230 percent, while Lopez's increased by 335 percent, according to Newsweek. Similarly, Justin Timberlake's 2018 show in Minneapolis led to a 534 percent spike in his streams.
More recent examples underscore the potential windfall. Kendrick Lamar's halftime appearance at Super Bowl LIX in 2025, held at the Caesars Superdome in New Orleans, reportedly drove his album sales up by an astonishing 10,100 percent, as detailed by Forbes. Beyond streams and sales, the show has opened doors to prestigious accolades. Lamar, along with Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and 50 Cent from the 2022 performance in Los Angeles, earned Emmy nominations and wins for their contributions, highlighting the artistic prestige of the slot.
Despite these benefits, the lack of direct compensation has sparked debate within the industry. Historically, no major halftime performer has been paid a substantial fee by the NFL. Instead, artists receive what's known as “union scale” under SAG-AFTRA guidelines, which amounts to just over $1,000 per day for the performance and rehearsals. This minimal payout pales in comparison to the six- or seven-figure sums top artists command for private gigs or tours.
In fact, the NFL has occasionally approached the issue from the opposite angle, reportedly attempting to charge performers for the opportunity. Rihanna, Coldplay, and Katy Perry each turned down such proposals in the past. Perry, who performed at Super Bowl XLIX in 2015 at the University of Phoenix Stadium in Glendale, Arizona, later reflected on the experience in a Forbes interview that year: “I don’t want an asterisk by my name for playing the Super Bowl for the rest of my life. I want to be able to say I played the Super Bowl based on my talents and my merit, thank you very much.” Her left-shark moment with dancer Bryan Gaw became iconic, but she emphasized earning the spot on her own terms.
The controversy extends beyond headliners to supporting cast members. During The Weeknd's 2021 Super Bowl LV performance at Raymond James Stadium in Tampa, Florida—conducted amid COVID-19 restrictions with a masked, cinematic setup—dancers initially went unpaid, drawing sharp criticism. The Los Angeles Times reported in 2021 that the performers, labeled as “volunteers,” later negotiated compensation of $712 for the show, $45 per hour for rehearsals, a $30 daily per diem, and a $250 stipend for out-of-hours COVID testing. This fallout prompted SAG-AFTRA to intervene.
The union issued a statement at the time affirming: “SAG-AFTRA and the producers of the Super Bowl Halftime Show have met and had an open and frank discussion, and have agreed that no professional dancers will be asked to work for free as part of the halftime show.” They further advised members: “SAG-AFTRA will be advising our professional dancer members that they should not be rehearsing or working on the Super Bowl halftime show without compensation.” This agreement marked a shift, ensuring future dancers receive fair pay, though it came after public outcry over the initial volunteer setup.
Artists themselves have occasionally voiced frustrations about the no-pay policy. Jon Landau, manager for Bruce Springsteen, recounted a hurried pitch for his client's 2009 Super Bowl XLIII performance at Raymond James Stadium in Tampa. In a 2021 Billboard interview, Landau described the NFL's sales pitch: “They gave me 10 minutes worth of bullet points about how big the Super Bowl is, it’s the No. 1 show on Jupiter and Mars, it’s No. 1 with women, it’s No. 1 with people who don’t brush their teeth. There’s $1 billion transacted.” When he inquired about payment, the response was blunt: “Earnings for the show for Bruce and the band: zero.”
Landau added that despite the lack of compensation, “it was beautifully produced, Bruce and the band were sensational, and we loved it. Until you’re there, you can’t comprehend how many people work on that show.” Springsteen's set, featuring hits like “Born to Run,” reached an estimated 98 million viewers and remains a high point in halftime history, but the experience highlighted the event's emphasis on prestige over profit for performers.
This pattern holds for other Super Bowl musical contributions as well. Singers of the national anthem, such as Carrie Underwood or Jazmine Sullivan in recent years, and those performing other songs like “America the Beautiful” receive no payment either, mirroring the halftime policy. The NFL's approach prioritizes the event's global platform, betting that the indirect earnings from heightened fame outweigh any immediate paycheck.
Looking back, the halftime show has evolved dramatically since its modest beginnings in the 1960s with marching bands and Up with People troupes. The rock era began in 1991 with New Kids on the Block, but it was Michael Jackson's 1993 performance in Pasadena that transformed it into a superstar showcase. Subsequent acts like Aerosmith with 'N Sync in 2001 and the infamous 2004 wardrobe malfunction involving Janet Jackson and Justin Timberlake at Reliant Stadium in Houston have only amplified its cultural impact.
Not all artists chase the gig, however. Cardi B, among others, has publicly declined Super Bowl invitations, citing personal or professional reasons. Jay-Z, who became the NFL's live music entertainment strategist in 2019, has curated recent shows, including his own family's involvement—daughter Blue Ivy joined him at Super Bowl LVI in 2022. Yet, even with such partnerships, the core no-pay rule persists.
As Super Bowl preparations ramp up each year, the halftime slot continues to allure despite the financial realities. For performers, it's a high-stakes gamble on legacy and long-term gains. Industry observers suggest this model may endure, given the mutual benefits: the NFL gains star power without a massive outlay, while artists leverage the exposure for years of revenue. Whether future negotiations could alter this remains to be seen, but for now, the Super Bowl stage shines brightest as a priceless promotional tool.
In the broader entertainment landscape, this arrangement reflects ongoing tensions between visibility and valuation in live performances. As streaming and social media amplify post-show effects, more artists may view the Super Bowl not as a lost paycheck, but as an investment in their brand's future.