The NFL has made their pick for the Super Bowl halftime performance, and damn, it was a good one.
Three years after Kendrick Lamar appeared during the 2022 halftime performance with a team of other hip-hop musicians, the rapper will be the first to solo headline his own halftime show — heading to New Orleans in February 2025 for one of America’s biggest sporting events.
As the main producer of the halftime show since 2019, Jay-Z likely played a big role in the decision for Lamar.
“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,” said Jay-Z in the official announcement of the show.
The halftime show has been a staple of the big game since its inception, but its original look was much different.
From 1967 to 1989, the show was mainly composed of various university marching bands. That was until Michael Jackson took the stage in 1993, changing the show forever and solidifying it as an event to watch for sports and music fans alike.
“I think it has changed quite a bit, but not in the way a lot of people assume. [Jay-Z] is really good at keeping up with the times,” says Elijah Rae, a hip-hop radio host at Radio Western. “In 2015 to 2017, hip-hop became the most popular music genre in North America; I think he is trying to catch up with the rest of the world.”
Since 1993, halftime shows have only gotten louder and more captivating. The most recent halftime show drew an average of 129.3 million viewers, while the game only kept an average of 123.7 million.
But the show has always been more than about entertainment; it’s a stage for artists to have an influence and shine a light on issues impacting the world.
“The halftime show is supposed to demonstrate the US as a land of prosperity. It’s almost like ancient Rome, the idea of the coliseum to show how great we are … and celebrate ourselves, but part of that is celebrating the ethos of the United States,” says Philip Scher, an anthropology professor at the University of Oregon.
The last time Lamar took the stage, he and the other artists took the opportunity to convey themes of police brutality and Black Lives Matter. Eminem took a knee for the movement, speaking to the NFL’s controversy against peaceful protest.
At Beyonce’s 2016 halftime appearance, her backup dancers wore outfits reminiscent of those worn by members of the Black Panther Party in the 1960s.
Scher also notes how artists like Lamar are in that sweet spot of relevancy but also creative enough that they will put a lot of effort into their performances to capture viewers’ attention.
“We’ve moved enough now that it isn’t really just a bubblegum celebration… they want some dramatic tension in there,” says Scher.
But some people don’t care who performs as long as the main part of the show is entertaining.
“I think he is more than a hip-hop artist; he is global, and I am really happy that he is performing,” said third-year medical science student Ghali El Hajoui. “ I think for this one, it will be mainly just entertainment. Kendrick is a political rapper, but I don’t think that’s going to be the main thing.”
Lamar has always brought social and cultural commentary to his art, not shying away from issues that matter to him. In his six-minute performance at the GRAMMYs, which featured a prison set, he made references to racial inequality, white supremacy and Black identity.
But there are some controversies floating around Lamar and his selection. Many artists have come out against Jay-Z’s selection, most notably Nicki Minaj, who says it should have been Lil Wayne, a New Orleans native.
Rae disagrees with the critics.
“I think choosing Kendrick was the right one if they were gonna choose anybody to do it and I am personally very excited to see what he is going to bring to the table,” said Rae.
So when Lamar takes the stage in February — arguably the biggest of his career — don’t expect to see him perform on a football field, but make it his own “Humble” arena.
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