Kendrick Lamar is set to headline the Super Bowl LIX Halftime Show. The big game will be held Feb. 9, 2025 at Caesars Superdome in New Orleans, with Apple Music once again onboard as the halftime show sponsor.
In a promo for the performance, directed by Lamar’s creative partner Dave Free, the rapper can be seen in front of a giant American flag, feeding footballs into a throwing machine. After inviting viewers to watch the show, Lamar notes, “You know there’s only one opportunity to win a championship. No round twos.” In a statement accompanying the announcement, Lamar added, “Rap music is still the most impactful genre to date. And I’ll be there to remind the world why. They got the right one.”
Jay-Z, whose company Roc Nation has been working with the NFL to book halftime entertainment for the Super Bowl since 2019, shared his own statement on Lamar’s selection. “Kendrick Lamar is truly a once-in-a-generation artist and performer,” Jay-Z said. “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.”
The Super Bowl gig continues a run of massive success for Lamar, who captivated listeners this year with a run of songs critiquing Drake, his rival and former collaborator. Things culminated with “Not Like Us,” a Hot 100 chart-topper that achieved unofficial song of the summer status. “Not Like Us” continued to be an event for months following its May 4 release. Lamar performed the song five times in a row to close out The Pop Out, his livestreamed Juneteenth concert from the Kia Forum in Inglewood, Calif. On Independence Day, he released a “Not Like Us” music video that continued his victory lap.
Lamar previously appeared at the Super Bowl LVI Halftime Show alongside Dr. Dre, Snoop Dogg, Eminem, and Mary J. Blige.
