Why Kendrick Lamar Would Have Made Millions More with NFTs After His Super Bowl Performance

The Super Bowl is one of the most-watched events in the world, with millions of viewers tuning in to witness not only the game but also the high-profile halftime show. For artists like Kendrick Lamar, performing at the Super Bowl represents an unparalleled opportunity for exposure and brand elevation. However, while the performance itself is an honor and a massive promotional boost, artists do not receive a direct paycheck for their time on stage. Instead, they rely on the residual impact of their performance—such as streaming boosts, merchandise sales, and touring revenue.

But what if Kendrick Lamar had released a limited-edition NFT (non-fungible token) immediately following his Super Bowl halftime performance? The potential financial gains could have been astronomical. Let’s break down why and how this strategy could have worked.

The Super Bowl Effect on Music Sales

Historically, Super Bowl halftime performers experience a massive spike in streaming numbers, social media engagement, and overall popularity. For example, after Dr. Dre’s Super Bowl LVI halftime show (which also featured Kendrick Lamar), streaming for the featured artists surged by over 200%. Yet, despite this visibility, artists primarily capitalize on it through increased streaming royalties, which are relatively low compared to what an NFT launch could have brought in.

How NFTs Could Have Transformed Kendrick Lamar’s Earnings

NFTs allow artists to directly monetize their fan base by offering exclusive, blockchain-backed digital assets. If Kendrick Lamar had launched an exclusive NFT collection immediately after his Super Bowl performance, it would have created a rare and high-demand digital collectible that fans and investors would have rushed to purchase. Here’s how he could have maximized his earnings:

1. Limited-Edition Super Bowl Performance NFTs

Kendrick could have minted a set of exclusive digital collectibles featuring:

• A unique audio or video clip of his Super Bowl performance
• Behind-the-scenes footage from rehearsals
• Exclusive artwork inspired by his set design
• A limited number of VIP meet-and-greet passes tied to the NFT

By offering only a finite number of these NFTs, he could have driven massive demand, leading to high resale values on secondary markets.

2. Token-Gated Experiences for NFT Holders

NFTs can grant access to special experiences. Kendrick could have provided NFT owners with:

• Access to a private post-Super Bowl live stream where he discusses the performance
• Special tickets to his next tour with premium seating
• Early access to upcoming music releases
• Exclusive merchandise drops only for NFT holders

These unique experiences add long-term value to the NFTs, making them more desirable and potentially increasing their market price over time.

3. Secondary Market Royalties

One of the most powerful aspects of NFTs is the ability for creators to earn royalties every time an NFT is resold. Unlike traditional merchandise or album sales, which only generate revenue at the point of purchase, NFTs enable ongoing passive income. If Kendrick Lamar’s NFTs had high resale value, he could have earned 5-10% royalties from every transaction on platforms like OpenSea, Rarible, or Blur.

For example, if an NFT initially sold for $500 and later resold for $10,000, Kendrick would receive a percentage of that secondary sale—without any additional effort.

4. FOMO (Fear of Missing Out) and Collectibility

Super Bowl moments are historic, and fans are eager to own a piece of them. By releasing a limited number of NFTs right after the performance, Kendrick Lamar could have tapped into the emotional connection fans have with the event, leveraging FOMO to drive up demand and price.

What About His Label?

A key consideration in launching an NFT project is the role of the record label. Many major labels, including Kendrick Lamar’s former label, Top Dawg Entertainment (TDE), and his current imprint, pgLang, have contractual agreements that govern revenue splits for music and digital content. Depending on the terms of his contract at the time, Kendrick may have needed label approval to release performance-related NFTs or share royalties with them. However, independent NFT strategies could allow him to bypass traditional label structures, keeping more of the profits and building a direct-to-fan ecosystem.

If properly structured, an NFT launch could have provided Kendrick with greater financial independence while still maintaining a beneficial relationship with his label. Labels are also beginning to recognize the value of NFTs, with some actively investing in Web3 projects. Had Kendrick structured the NFT drop strategically, he could have created a model where both he and his label benefited from the digital assets, ensuring a win-win scenario.

How Much Could He Have Made?

Let’s consider a conservative estimate:

• If Kendrick Lamar released 10,000 NFTs priced at $100 each, he would have generated $1 million in direct sales.
• If half of those NFTs were later resold at an average price of $1,000, with a 10% royalty, he would have earned an additional $500,000 in secondary sales.
• If premium NFTs (offering VIP experiences) were sold at $5,000 each to 500 fans, that would add $2.5 million in revenue.

In total, Kendrick Lamar could have made between $4 million to $10 million (or more) within weeks of his Super Bowl performance—all without the costs associated with traditional album sales or merchandise production.

Conclusion

NFTs represent an untapped revenue stream for artists performing on the world’s biggest stages. Kendrick Lamar’s Super Bowl performance was a cultural moment that could have been immortalized on the blockchain, creating a direct, high-value connection with fans while generating millions in revenue. As more musicians explore Web3 opportunities, the question is no longer if NFTs will revolutionize music monetization—but when.