Every year, more than 100 million people watch the Super Bowl halftime show, with some preferring it over the actual NFL Super Bowl. It is one of the biggest stages in music, and while the NFL covers all production costs and pays a small union-mandated minimum, most fans are surprised to learn that artists are not paid a traditional performance fee from the NFL in exchange for appearing.
Sports Illustrated reported on Usher’s compensation for his 2024 performance writing, “Super Bowl halftime performers are paid the union-rate minimum. For Usher, that meant $671 for the actual performance last year and about $1,800 for the rehearsals leading up to the Super Bowl.” That hardly seems like the going rate for the world-renowned artists that have seen this stage.
So why do superstars like Kendrick Lamar, Usher, Rihanna, and now Bad Bunny sign up for the opportunity?
Because the Super Bowl is not about a paycheck. It is about accelerating an artist’s entire career.
The Immediate Impact: Streaming Surges
One of the fastest ways halftime performers earn money is through a massive spike in streaming. From the first moment of being announced as the performer, to after the actual show airs live on TV, artists regularly experience dramatic increases in plays across Spotify, Apple Music, Amazon Music, and other platforms.
For example, RollingStone reported that several tracks from Kendrick Lamar’s 2025 performance saw a massive increase in streams, with his Grammy-winning song “Not Like Us,” seeing a 430% jump in streams. Variety cited that Rihanna’s streams and listenership spiked, with select songs from her performance seeing anywhere from 1100%-2600% streams. That same report also noted that her overall concurrent listeners on Apple Music rose by over 330%.
Artists also experience noticeable streaming lifts before even stepping on stage. When Bad Bunny was announced as the 2026 Super Bowl Halftime performer, his catalog accrued 6.7M new streams in less than 24 hours, marking a whopping 66% increase in streams, as reported by Billboard.
These increases translate directly into larger royalty checks from streaming providers. More streams mean more revenue, more playlist placements, and greater visibility. For established artists, this can mean hundreds of thousands or even millions of dollars in additional income over time.
Additional Royalty Perks
If the artist performing is also credited as the songwriter on the works, they can earn even more money through public performance royalties. When their music is performed publicly on a major broadcast like the Super Bowl, it is licensed between PROs (Performance Rights Organizations) and TV networks such as FOX or ABC, which means the songwriter gets paid for those royalties earned through the licensing fee. In addition, the network pays a sync licensing fee to use the music on television, and that fee is shared with the songwriter through their music publisher.
This allows artists who write their own songs to benefit financially both as performers and as creators. For a full breakdown on all of the different ways creatives can make money on their works, be sure to download our 50 Income Streams Guide For Creatives.
Revitalizing and Strengthening the Music Catalog
Beyond short-term streaming boosts, the Super Bowl often strengthens an artist’s entire catalog.
Fans do not just replay the songs from the performance. They explore older albums, forgotten singles, and deep cuts. This renewed interest strengthens the long-term earning power of an artist’s body of work.
Artists like Bruno Mars, Katy Perry, and Coldplay saw fans returning to older music following their performances, with Coldplay’s performance triggering a massive, immediate surge in their older catalog, which resulted in a 355% increase in album sales, marking 95,000 units sold in the week following the show.
When a catalog performs better, it becomes a more valuable asset. Publishing rights and master recordings start to generate surging income, licensing opportunities increase, and future business deals become more attractive. For many artists, this long-term catalog growth is more valuable than any one-time payment.
Boosting Tour Demand and Ticket Sales
Another major financial benefit of the Super Bowl is its impact on live performances. Since a Super Bowl performance doesn’t offer any upfront compensation to the artist, this 15-minute set serves as an excellent teaser as to what a full concert might look like.
After halftime shows, artists often see increased ticket searches, faster sellouts, and higher resale prices. Many performers experience renewed interest in touring or plan to expand existing tour schedules.
Katy Perry saw dramatic resale price increases for her Prismatic Tour after her 2015 performance. Bruno Mars also saw the aftermarket value of his tickets rise substantially due to his performance alongside his band, the Hooligans, and the Red Hot Chili Peppers.
Touring remains a profitable revenue center for a music career, with ticket sales, merchandise, sponsorships, and VIP experiences generating sizeable income. The halftime shows act as a global advertisement for an artist’s live brand, reaching audiences that traditional marketing cannot.
Attracting Brand Deals and Business Opportunities
The Super Bowl also positions artists as major cultural figures in the eyes of corporations and investors.
After performing, many artists secure new endorsement deals, fashion partnerships, and media campaigns. Brands want to associate themselves with artists who demonstrate global influence and relevance.
Rihanna’s halftime appearance reinforced her position not only as a musician but as a powerful entrepreneur, especially as an artist who releases music very sparingly over the years – opting instead to focus on her own business ventures. Her appearance alone brought her Fenty line in front of millions of people, with Forbes reporting that her makeup line Fenty Beauty garnered $5.6 million in earned media in the first 12 hours following the game, and her lingerie line Savage x Fenty earned $2.6 million.
Increasing Industry Leverage and Negotiating Power
One of the most overlooked benefits of the halftime show is the leverage it gives artists in future negotiations. Similar to when an artist earns a prestigious award, like a GRAMMY, the notoriety performers receive when performing on one of America’s biggest stages cannot be understated.
A successful Super Bowl performance proves that an artist can command massive attention and move audiences at scale. This makes them more valuable to labels, promoters, publishers, and business partners.
As a result, artists may secure favorable record deals, higher advances, improved touring terms, stronger licensing rates, and more artis-friendly ownership structures. The halftime show becomes proof of market power.
In business terms, it is one of the strongest forms of validation available in the entertainment industry.
How Sound Royalties Helps Artists Maximize These Moments
When artists experience career-defining growth, Sound Royalties can continue turning that momentum into long-term financial stability.
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Whether taking an advance on your sound recordings or publishing royalties, our creative-friendly options allow artists and songwriters to access capital based on their existing music without giving up ownership of their copyrights.
To learn more about our services and apply, click here: Royalty Financing | Keep Your Copyrights | Sound Royalties