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“Rap music is still the most impactful genre to date,” Lamar declared in the official announcement. “And I’ll be there to remind the world why. They got the right one.”
Lamar’s announcement wasn’t just about music—it carried a subtle jab at longtime rival Drake. In a promo video released on social media, Lamar is seen running a football practice, tossing passes to an unseen receiver. After a few successful throws, Lamar turns to the camera with a message: “My name’s Kendrick Lamar, and I’ll be performing at Super Bowl LIX. Will you be pulling up? I hope so! You know it’s only one opportunity to win a championship; no round twos. I wouldn’t want you to miss it.”
The line about “no round twos” appears to be a dig at Drake, who recently posted a clip of NBA star Rasheed Wallace guaranteeing a win after a Game 1 loss in the 2004 Eastern Conference Finals—a nod to Lamar’s suggestion that he’s already secured the championship spot in their ongoing rivalry.
Roc Nation, Apple Music and the NFL are teaming up to produce the Halftime Show, with executive producer duties shared by the Emmy-winning Jesse Collins. Creative direction for Lamar’s performance will be handled by his own imprint, pgLang.
“Kendrick Lamar is truly a once-in-a-generation artist and performer,” said Shawn “JAY-Z” Carter, whose Roc Nation has produced the Super Bowl Halftime Show since 2020. “His deep love for hip-hop and culture informs his artistic vision. He has an unparalleled ability to define and influence culture globally. Kendrick’s work transcends music, and his impact will be felt for years to come.”
This isn’t the first time the Super Bowl Halftime Show has featured a hip-hop heavyweight. Lamar himself shared the stage with Dr. Dre, Snoop Dogg, Eminem, and Mary J. Blige during the Super Bowl LVI Halftime Show, which won three Creative Arts Emmys. Last year, Usher’s Halftime Show became the most-watched performance in the event’s history, proving that hip-hop’s dominance at the Super Bowl is here to stay.
This Super Bowl Halftime Show isn’t Lamar’s first major performance, but it’s certainly his biggest yet. Since bursting onto the scene with his debut album “good kid, m.A.A.d city” in 2012, Lamar has become one of the most influential artists in hip-hop, amassing 17 Grammy Awards and making history as the first non-classical, non-jazz musician to win a Pulitzer Prize for his 2017 album “DAMN.” His most recent track, “Not Like Us,” is already the biggest rap song of 2024, expected to sweep the upcoming Grammy Awards.KENDRICK LAMAR
— NFR Podcast (@nfr_podcast) September 8, 2024
SUPER BOWL LIX HALFTIME SHOW
🚨FEBURARY 9TH, 2025🚨 pic.twitter.com/NqmoKPnOcu
Roc Nation, Apple Music and the NFL are teaming up to produce the Halftime Show, with executive producer duties shared by the Emmy-winning Jesse Collins. Creative direction for Lamar’s performance will be handled by his own imprint, pgLang.
“Kendrick Lamar is truly a once-in-a-generation artist and performer,” said Shawn “JAY-Z” Carter, whose Roc Nation has produced the Super Bowl Halftime Show since 2020. “His deep love for hip-hop and culture informs his artistic vision. He has an unparalleled ability to define and influence culture globally. Kendrick’s work transcends music, and his impact will be felt for years to come.”
This isn’t the first time the Super Bowl Halftime Show has featured a hip-hop heavyweight. Lamar himself shared the stage with Dr. Dre, Snoop Dogg, Eminem, and Mary J. Blige during the Super Bowl LVI Halftime Show, which won three Creative Arts Emmys. Last year, Usher’s Halftime Show became the most-watched performance in the event’s history, proving that hip-hop’s dominance at the Super Bowl is here to stay.
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