Fresh off Grammy wins, Kendrick Lamar poised for ‘special’ Super Bowl halftime show
Kendrick Lamar's halftime show producer promises a performance 'like none other in Super Bowl halftime history.'
After the biggest year of his professional career — which resulted in five Grammy Awards for his iconic Drake diss “Not Like Us” — rapper Kendrick Lamar will take the biggest stage in America when he performs at the Super Bowl on Sunday.
Lamar’s performance, which will also include singer SZA, is highly anticipated after he dominated both culture and music charts for much of 2024. And the people who helped put him onstage aren’t shying away from the hype.
“Everyone will agree this is a halftime show like none other in Super Bowl halftime history,” Jesse Collins, the executive producer of the show, told NBC News. “The creative concept is really something brilliant, spectacular and special. In all of our years of doing this — and I think every show that we’ve done has been amazing — but I have never seen an artist take this creative approach to it.”
Roc Nation, the entertainment company and NFL partner that produces the halftime show, first tabbed Lamar to headline the Super Bowl last summer. He was already a critically acclaimed rapper, and his stardom reached another level after the May 4 release of “Not Like Us,” the knockout blow in his feud with Drake, the Canadian rapper.
The song broke multiple streaming records and earned Lamar five Grammy awards, making it the most decorated rap song in the award show's history.
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