Grammy-winning rapper Kendrick Lamar will headline the Apple Music Super Bowl Halftime Show in New Orleans next year, marking a return to hip-hop for the NFL's entertainment event, reports the Associated Press.
KENDRICK LAMAR
SUPER BOWL LIX HALFTIME SHOW
?FEBURARY 9TH, 2025? pic.twitter.com/NqmoKPnOcu
— NFR Podcast (@nfr_podcast) September 8, 2024
The NFL, Apple Music, and Roc Nation announced Sunday that Lamar will take center stage at the Caesars Superdome on Feb. 9, 2025. The 37-year-old artist, who has amassed 17 Grammy awards over his career, expressed enthusiasm about showcasing hip-hop on football's biggest night. "Rap music is still the most impactful genre to date," Lamar said. "And I'll be there to remind the world why. They got the right one."
This performance will be a return of sorts for Lamar, who previously appeared as a guest artist during the 2022 halftime show alongside Dr Dre, Snoop Dogg, Mary J Blige, 50 Cent, and Eminem. Lamar's selection continues the NFL's recent trend of featuring hip-hop artists in the halftime slot.
JAY-Z speaks on Kendrick Lamar performing at the Super Bowl ?
"Kendrick is truly a once-in-a-generation artist and performer."
"He has an unparalleled ability to define and influence culture globally. [His] work transcends music, and his impact will be felt for years to come." pic.twitter.com/u64UAYSde9
— NFR Podcast (@nfr_podcast) September 8, 2024
Roc Nation founder Jay-Z praised Lamar as a "once-in-a-generation" talent, highlighting the rapper's cultural impact beyond music. "His deep love for hip-hop and culture informs his artistic vision," Jay-Z said. "He has an unparalleled ability to define and influence culture globally." NFL head of music Seth Dudowsky stated, "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."
The creative direction for Lamar's performance will be handled by pgLang, a company he co-founded with longtime collaborator Dave Free. Roc Nation and Emmy-winning producer Jesse Collins will serve as co-executive producers of the show.
"The Apple Music Super Bowl Halftime Show is a celebration of the music we love and the incredible artists who make it, all on the world's biggest stage," said Oliver Schusser, the vice president of Apple Music and Beats.
