Forbes - Why Kendrick Lamar Won’t Get Paid For The Super Bowl Halftime Show
Kendrick Lamar's selection as the Super Bowl halftime performer is largely attributed to his recent feud with Drake, which has significantly increased his visibility and popularity. The Super Bowl halftime show, produced by Jay-Z's Rock Nation, aims to feature younger and more diverse artists, aligning with Lamar's current status as a leading figure in hip-hop. Despite performing for free, artists like Lamar benefit from the massive exposure, with past performers seeing significant increases in streaming numbers and opportunities to promote tours and products. The NFL and Apple Music cover the production costs, which can reach up to $10 million, allowing artists to focus on delivering a memorable performance. Lamar's performance is expected to introduce his music to a broader audience, potentially impacting his career trajectory positively, especially with his upcoming stadium tour and movie release.
Key Points:
- Kendrick Lamar's feud with Drake has elevated his status, making him a prime choice for the Super Bowl halftime show.
- The Super Bowl halftime show offers unparalleled exposure, with past performers experiencing significant boosts in streaming and sales.
- Artists perform for free, but the exposure is valued as a major career milestone and marketing opportunity.
- The NFL and Apple Music cover production costs, which can be as high as $10 million, ensuring high-quality performances.
- Lamar's performance is expected to enhance his career, coinciding with his upcoming stadium tour and movie release.
Details:
1. 🎤 Kendrick Lamar's Rise: From Feud to Fame
- The feud with Drake significantly elevated Kendrick Lamar's profile, broadening his audience and influence within the hip-hop industry.
- Since 2019, under Jay-Z's Rock Nation, the Super Bowl halftime shows have prioritized younger and more diverse hip-hop artists, leading to Lamar's selection.
- Lamar, despite winning 17 Grammy Awards, had not matched Drake's commercial success until his Super Bowl performance increased his visibility.
- The Super Bowl halftime show, despite being an unpaid gig, offers artists like Lamar massive global exposure, acting as a critical career milestone.
- Lamar's strategic win over Drake in their rivalry, highlighted by his song 'Not Like Us' at the Democratic National Convention, contributed to his growing reputation.
2. 💸 The Super Bowl Stage: Prestige Over Payment
2.1. The Appeal of Performing at the Super Bowl Halftime Show
2.2. Production Costs and Artist Contributions
3. 🎶 Modernizing the Halftime Show: Jay-Z's Impact
- Kendrick Lamar's selection for the Super Bowl halftime show is considered groundbreaking due to his personal and socially impactful music, focusing on themes such as gang unity and mental health.
- Lamar's performance is set to broaden his appeal, introducing his unique style to audiences who might only know him through media narratives like his rivalry with Drake.
- His performance is expected to resonate deeply with audiences, leveraging his Los Angeles roots and potentially referencing current events like recent wildfires.
- Jay-Z's involvement in the halftime show has prompted discussions about potential modifications to song lyrics to align with the Super Bowl's brand-safe image, reflecting a strategic move to avoid controversies.
- The NFL's cautious approach, possibly influenced by Jay-Z, aims to prevent legal issues or public backlash by ensuring that performances remain within a brand-safe framework, particularly in avoiding direct references to high-profile conflicts like the one with Drake.
4. 📈 Beyond the Super Bowl: Kendrick's Future Prospects
- Kendrick Lamar is facing legal complexities as Drake has filed a lawsuit against Universal Music Group, which represents both artists, potentially impacting major events like a Super Bowl performance.
- Launching a 19-stop stadium tour in April, Kendrick will mark his first major stadium shows, offering a significant boost to his career and public exposure.
- SZA's participation as a guest in Kendrick's Super Bowl performance adds considerable star power, enhancing the event's appeal.
- A collaboration with Matt Stone and Trey Parker on a movie, set for release in July, could benefit from the increased attention following the Super Bowl.
- Speculation surrounds a potential surprise album release this year, strategically timed to leverage the heightened visibility from the Super Bowl.
- Kendrick Lamar's steadfast commitment to authenticity and creative integrity continues to define his brand and influence the reception of his future projects.