Some claim they saw it coming, and others would say that nobody could’ve called it, but Kendrick Lamar turned the 2025 Super Bowl LIX Halftime Show into his moment — a masterclass in artistry, storytelling, and cultural dominance.

The Numbers Don’t Lie

How’d he do it? He dominated the moment and has the numbers to back it up. According to Yahoo! Entertainment, the 2025 Super Bowl set a new standard in viewership, with Nielsen fast national figures and Tubi/NFL first-party analytics reporting record-breaking numbers. The Philadelphia Eagles secured a decisive victory over the Kansas City Chiefs as an estimated 126 million viewers tuned in. The broadcast reached its highest point, with 137.7 million viewers, just before the halftime show featuring Lamar.

According to Roc Nation and Fox Sports, it stands as the most-watched halftime show in history with 133.5 million views during the performance. The NFL highlighted this achievement by sharing the announcement on its official X account.

A Performance At The Height Of His Career

Fresh off his five-Grammy sweep and the success of his Drake-diss anthem “Not Like Us,” Lamar’s dominance was undeniable. Recent Super Bowl halftime shows have spotlighted artists who resonate with both current trends and generational favorites. This year, Kendrick Lamar took center stage during his career high, following performances by Usher in 2024 and Rihanna in 2023 — both widely celebrated by Millennials and Gen Z. Usher’s show attracted 123.4 million viewers, while Rihanna’s drew 121 million, making them the most-watched halftime performances from recent years, surpassed only by Lamar’s record-breaking 2025 show.

Balancing NFL Limits With Artistic Integrity

Based on his most recent viral commercial success, Lamar had audience members ready for his set, and they received a cultural manifesto. According to Billboard, his performance could be seen as a balancing act: battling NFL creative limits while staying true to his voice. From blending West Coast nostalgia with modern swagger to threading the needle with tracks like “Not Like Us,” his set was a conversation — Hip-Hop’s power on full display.

Yahoo! Entertainment also noted his streams exploded post-show. This repeats the viral patterns seen with Usher’s 550% bump in 2024 and Rihanna’s Fenty flex in 2023.

How The Super Bowl Halftime Show Became A Cultural Staple

But let’s be honest — the Super Bowl Halftime Show wasn’t always the spectacle we know today, and the Wayans family is responsible for that. As previously reported by AFROTECH™, in 1992, “In Living Color” boldly aired a special episode during halftime, pulling millions of viewers away from the NFL’s then-mediocre show. The NFL took the L, regrouped, and came back strong in 1993 with none other than Michael Jackson. That move changed the game forever.

“They really just huddled up and said, ‘Let’s get Michael Jackson, and let’s make sure this never happens again,’” Keenan Ivory Wayans told ESPN. Since then, icons like Prince, Beyoncé, Bruno Mars, and Rihanna have blessed the halftime stage, each turning their 13 minutes into a cultural reset.

Why Super Bowl Performers Don’t Get Paid

Super Bowl halftime performers aren’t paid unless you count the union-mandated check they receive. According to Forbes, Usher reportedly got just $671 for his 2024 show. However, the artist doesn’t have to pay out of pocket for performance expenses. The league and Apple Music cover production costs, which can hit over $10 million.

Why would anyone agree to that? Exposure, plain and simple. After Usher’s halftime show, his Spotify streams shot up 550%. Rihanna’s quick Fenty Beauty plug during her 2023 set reportedly brought in an estimated $44 million in media buzz.

A Non-Paid Performance But A Priceless Moment

Although Usher didn’t walk away with a huge paycheck, what he gained was far more significant. It was more than just a halftime show — it was a cultural milestone. It became an opportunity to spotlight Rap and Hip-Hop while advancing his future endeavors. The 37-year-old later embarked on a tour with SZA that year, and his Super Bowl performance helped generate buzz for the upcoming tour dates.

Looking back at past Super Bowl performers, it was clear that this year’s moment was about more than showcasing musical talent. It served as a strategic move with the potential to leave a lasting impact well beyond the Super Bowl stage.