Hip-hop is set to make a new sensation on the most prestigious scene of American sport. Kendrick Lamar, an icon of modern rap, has been selected to direct the LIX Super Bowl halftime show, which will take place on February 9, 2025 at the Caesars Superdome in New Orleans.
A renowned artist
Kendrick Lamar, a 17-time Grammy Award winner, is no stranger to Super Bowl performances. In 2022, he had already performed alongside Dr. Dre and Snoop Dogg on the show, perfoirando la tirade ''Alrigth''. This time, he will be the headliner, promising to remind the world why rap remains "the most influential musical genre to date".
Since the release of his first album "good kid, m.A.A.d city" in 2012, Lamar has experienced a tremendous rise in the music industry. He became the first artist outside of classical and jazz to win a Pulitzer Prize for his album "DAMN." released in 2017.
This announcement comes in a particular context for Lamar, especially after the recent tensions with Drake. However, the rapper from Compton seems determined to focus on his music rather than quarrelling. According to sources close to the artist, Lamar does not intend to respond to Drake’s provocations and prefers to let his art speak for him.
Undeniable cultural impact
Jay-Z, founder of Roc Nation, called Lamar an artist and performer "one of a kind". He highlighted Lamar’s exceptional ability to define and influence culture on a global scale, saying its impact will go beyond the music realm and resonate for many years.
The halftime show will be co-produced by Roc Nation and Emmy award-winning producer Jesse Collins. The creative direction of Lamar’s performance will be provided by pgLang, which is a great opportunity to show the event. With Kendrick Lamar in charge, the 2025 Super Bowl promises to be a highlight for hip-hop and American pop culture.