Kendrick Lamar’s booking fee is now $20 million, according to Rolling Loud CEO. 😳
“We tried to book him & his agent was like ‘we're going to need like $20M — no negotiations.”
On January 16, 2026, Rolling Loud co-founder Tariq Cherif revealed the staggering new market value for Kendrick Lamar following his historic "Pop Out" concert and Super Bowl LIX performance.
In a candid interview discussing the lineup for Rolling Loud Orlando 2026, Cherif admitted that the festival was unable to secure the Compton rapper due to a "non-negotiable" $20 million booking fee set by his agency, Wasserman Music. This represents a massive leap from his previous festival rates (typically $2M–$6M), effectively setting a new ceiling for solo headliners in the hip-hop industry.
