It's no different then 'free' shows they throw with decent to large named acts, it was sponsored the fuck out. Guaranteed he got his regular rate and WORST case scenario the entire cost covered (because these venue aren't cheap)_

Scion, Red Bull, etc...some corporate entities have built their whole brand on free or dirt cheap millennium advertise....err live shows.

Considering this is the second time I have incidentally heard this mentioned and I make it a goal in life to ignore J.Cole, apparently it's a win win across the board.