American rapper, songwriter and record producer Kendrick Lamar (Compton, California, 37 years old) has been chosen as the artist to perform during the upcoming Super Bowl LIX halftime show, which will be held on February 9, 2025 at the Caesars Superdome in New Orleans. This was announced by the National Football League (NFL), Apple Music and the Roc Nation label, founded by rapper Jay-Z, this Sunday, September 8.
This will be Lamar’s second time performing during the annual sporting event in the United States, having also performed in 2022 alongside fellow performers Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and 50 Cent. It was the first halftime show comprised entirely of rap and hip-hop artists, and the performance won three Emmy Awards. “Rap music remains the most impactful genre to date. And I’m going to be there to remind the world why. They picked the right person,” the rapper wrote in a press release after the long-awaited news broke.
Creative direction for Lamar’s 2025 performance will be handled by pgLang, the creative agency founded by Lamar himself and longtime collaborator Dave Free, the filmmaker and producer who has directed most of his music videos. The halftime show broadcast will be produced by DPS with Roc Nation and Jesse Collins serving as executive producers, and Hamish Hamilton serving as director. Roc Nation will also serve as strategic entertainment advisor for the live performance, which draws attention from millions even though it lasts just 15 minutes.
Lamar, who a few months ago was involved in a media confrontation with rapper Drake, has made a name for himself on the international music scene since he released his first album, G, in 2012.Good Kid, MAAD CitySince then, the Californian has racked up 17 Grammy Awards and became the first non-classical musician to win a Pulitzer Prize for his album DAMN, 2017. “Few artists have impacted music and culture as profoundly as Kendrick Lamar. Time and again, Kendrick has demonstrated his unique ability to create moments that resonate, redefine and shake the very foundation of hip-hop,” NFL music director Seth Dudowsky said Sunday in announcing the Super Bowl guest artist.
Lamar’s most recent album is Mr. Morale & The Big Stepperswhich was released in May 2022. Even so, its echo still resonates strongly and in April of this year one of the songs included on the album spent three weeks at number one on the Billboard Hot 100, and last June the success Not Like Us He remained at the top of the list for another two weeks.
“The Super Bowl Halftime Show is a celebration of the music we love and the incredible artists who create it, all on the world’s biggest stage. Apple is thrilled to bring this show, starring the absolutely incomparable Kendrick Lamar,” said Oliver Schusser, vice president of Apple Music, sponsor of the show. show after reaching a multimillion-dollar agreement with the NFL. For his part, rapper Jay-Z highlighted that “Kendrick Lamar is truly an artist and a performer unlike any other in his generation.” “His deep love for hip-hop and culture influences his artistic vision. He has an unparalleled ability to define and influence culture worldwide. Kendrick’s work transcends music and his impact will be felt for years to come,” said Beyoncé’s husband, who also performed in the media event. show Super Bowl halftime show in 2013.
The previous Super Bowl halftime show, held in February of last year at a game won by the Kansas City Chiefs, featured Usher. His show became the most-watched halftime show in history, with nearly 130 million views and three Emmy nominations, knocking Rihanna into second place with her show, which was watched by 121 million people and earned five Emmy nominations.
The first show The NFL final was held in 1967, but instead of big international artists, several university bands enlivened the halftime of the game. It was thanks to Michael Jackson’s performance in 1993 that the Super Bowl halftime show gained great relevance and became one of the most popular shows of the year. shows The most anticipated shows of each year, creating great expectations about who will be the big guest star. Some of Lamar’s predecessors in this important task have been stars such as The Rolling Stones, Stevie Wonder, Prince or Bruce Springsteen. More recent have been the performances of Lady Gaga (2017); Shakira, Jennifer Lopez, Bad Bunny and J Balvin (2020) or The Weeknd (2021).
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