On Sunday, Kendrick Lamar was featured in a special YouTube video debut – one for the Apple Music Super Bowl LIV Halftime Show announcement. The video is a great example of why Lamar is having a great year – he’s happy to help coach others, can create hype with just a few words, and that he’s preparing to be front and center at Caesars Superdome in New Orleans on Feb. 9, 2025, to headline the Super Bowl LIV halftime show.
Hype on Sunday
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Although it was the first Sunday of NFL football in the 2024-25 season, the day belonged to Kendrick Lamar. According to an article from The Washington Post, his pre-game video announcement came before the NFL’s opening games Sunday.
Unlike the packed stadiums filled with cheering fans on a Sunday, the video shows a football field with just one person – Lamar. The “Not Like Us” artist stands before a giant American flag and feeds footballs through a passing machine to players off-screen. He encourages the players like a coach would as the camera pushes inward. Lamar takes his focus off the “players” and directs it towards the camera. Following a warm introduction, he reminds the audience that there is only one chance to win a championship. Furthermore, he added “no round two’s.”
As he continued feeding the footballs through the machine, Lamar asked, “Will you be pulling up?” He encouraged everyone to wear their best outfits, even if they would be watching from home. The video closes as Lamar gets back to coaching.
The Decision
According to a press release from Roc Nation Sunday, the Compton-based artist is confident he is the right person to perform. The Super Bowl LIX halftime show is produced through a multi-year partnership between Apple Music, the NFL, and Rock Nation. In the Roc Nation statement, Shawn “Jay-Z” Carter said, “Kendrick Lamar is truly a once-in-a-generation performer.” According to Jay-Z, the work Lamar has created transcends music.
Fans React
According to a report by Billboard, fan reactions quickly brought about the widely discussed rap beef Lamar has with Drake. One popular reaction is disbelief that New Orleans native Lil’ Wayne was passed over in favor of Kendrick. According to the Billboard article, fans took to their X accounts to share their dismay about how Weezy F. Baby could be overlooked for this hometown honor.
Final Thoughts
As a second-time Super Bowl halftime performer, NFL fans should expect a great show with Kendrick Lamar. According to NFL Head of Music Seth Dudowsky, fans should expect the performance to be unforgettable.
“Few artists have impacted music and culture as profoundly as Kendrick Lamar,” said Dudowsky in the Roc Nation release. “Time and time again, Kendrick has proven his unique ability to craft moments that resonate, redefine, and ultimately shake the very foundation of hip-hop.”
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