KENDRICK SNAGS SUPER BOWL HALFTIME SLOT
Kendrick Lamar's victory lap continues. After a highly publicized beef with Drake, which included Kendrick's #1 single "Not Like Us," the pgLang/Interscope artist has been booked for the Apple Music Super Bowl LIX Halftime Show. Produced by Roc Nation and Jesse Collins Entertainment, the show will air live on 2/9 from New Orleans.
Kendrick made the announcement on Sunday (9/8) via Instagram and encouraged his fans to join him in the Big Easy. He added in a statement, “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.”
This marks the second time Kendrick has graced the Super Bowl Halftime Show stage. In 2022, he was part of Dr. Dre's West Coast-themed performance, which included Snoop Dogg, 50 Cent, Eminem, Anderson .Paak and Mary J. Blige. It wound up winning three Primetime Emmys for Outstanding Variety Special (Live), Outstanding Production Design for a Variety Special and Outstanding Music Direction.
"Few artists have impacted music and culture as profoundly as Kendrick Lamar," said NFL Head of Music Seth Dudowsky. "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."
Creative direction for Lamar’s performance will be provided by pgLang, while the telecast will be produced by DPS with Roc Nation. Jesse Collins Entertainment serves as executive producers and Hamish Hamilton will direct. Roc Nation will also act as the strategic entertainment advisor of the live performance.
Watch Kendrick's video below while we put on our game faces.
