If you're wondering why Jay-Z chose Kendrick Lamar to perform during the halftime show at Super Bowl XI in New Orleans in February, the Los Angeles Dodgers' team after winning the World Series. Listening in the clubhouse was the answer.
Lamar's hit song “Not Like Us” was played at full volume. That has been the theme of the team's march to the championship. Perhaps not since DJ Khaled's 2010's “All I Do Is Win” has a rap song been so ingrained in a sports festival.
The Dodgers pop the champagne and immediately start celebrating “Not Like Us” 😂😂😂
It became the theme song for the road to victory in the World Series. pic.twitter.com/1OLLJ492DK
— Joey (@gothamhiphop) October 31, 2024
One of the reasons the NFL partnered with Jay-Z (real name Shawn Carter) and his Roc Nation brand as the league's live music entertainment strategist in 2019 is because his cultural pulse is the Super Bowl. I believed it would inject new energy into the team's halftime performance. This has been true so far, with Roc Nation and the NFL agreeing to extend their partnership in October, which includes Roc Nation's involvement in the NFL's social justice causes. are.
Roc Nation works with the NFL and Apple Music to select halftime artists.
Jay-Z is currently tasked with one of the most important jobs involved in the Super Bowl: selecting the halftime performers. Factors like Super Bowl location, cultural momentum, and artist relevance come into play. Many artists hope to be considered. Only a few were selected. Choosing Lamar was an easy choice as he is set to have a big 2024 in the eyes of many. “They're different from us'' is proof of that.
Players not selected for Super Bowl halftime performances could receive similar attention. This has been a hot topic ever since it was announced in September that Lamar would headline the halftime show. New Orleans native Lil Wayne expressed his disappointment at not being selected. While some have questioned why a well-known local artist wasn't selected as the halftime centerpiece, others acknowledge Lamar's staying power.
New Orleans rapper Juvenile, a former labelmate of Wayne's (they were in the group Hot Boys years ago), recently announced that he was not against Lamar's performances, and that he would do so if invited. He said he would be on stage with Wayne, and that he understood Wayne's frustration. Rihanna, who performed during halftime of Super Bowl LII in 2023, said Lamar would “crush” the performance. Additionally, rap legend and Rock and Roll Hall of Fame inductee LL Cool J said that while Wayne's time “will come,” Lamar is the right man for the upcoming Super Bowl.
It's a reminder of how impactful a halftime performance can be when it's discussed over and over again in the run-up to a show scheduled for three months later. It's also a reminder of how the partnership with Roc Nation has benefited the NFL.
“I'm not surprised, but I'm glad we're not where we were five years ago, when nobody wanted to touch us,” said Desiree Perez, CEO of Roc Nation. “I'm happy that everyone wants to be on the show and that there's a debate about who should be on the show, rather than no one wanting to be on the show.”
Lamar's participation has fueled speculation that the musicians and marching bands who performed “Not Like Us” this fall may make guest appearances. Jackson State University marching band Co-starring with Usher At last year's halftime show.
Dr. James B. Oliver, director of the Alabama State Marching Band, would like to give the Mighty Marching Hornets the opportunity to share the stage with Lamar in New Orleans. He said he reached out to his connections in the music industry to make that happen.
“Our arrangement will be the arrangement he chooses because it's exactly the way he writes,” Oliver said.
Five years ago, there was skepticism about the NFL and Roc Nation partnership. Some music activists did not want to participate in the Super Bowl halftime show after Colin Kaepernick and others knelt during the national anthem in 2016 to draw attention to social justice issues. The San Francisco 49ers appeared in Super Bowl 47, but left the NFL after the 2016 season.
At the time, one of the people who refused to participate in the Super Bowl was Jay-Z. He was wearing a No. 7 jersey that read “Colin K.” on his back during a performance on “Saturday Night Live” in 2017. At the time, Rihanna also said she would not perform in support of Kaepernick.
However, in August 2019, Jay-Z and Roc Nation teamed up with the NFL in an effort to select artists and produce the Super Bowl halftime show, as well as work on social justice projects. Since then, the halftime show has become one of the biggest stories of the NFL season. Additionally, the NFL has dedicated significant time and resources to social justice efforts, including messages and programs across the country.
Artists who have gained attention since 2019 include Jennifer Lopez and Shakira (2020). The Weeknd (2021) Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem, Kendrick Lamar, 50 Cent (2022). Rihanna (2023) and Usher (2024). The 2022 and 2023 shows won multiple Emmy Awards.
“Jay will make the decision, but we will definitely talk to the NFL and of course they can push back,” Perez said.
Lamar's announcement as February's featured performer was covered like a major news event. The presentation turned into a show. A video of Lamar standing in front of an American flag, reminiscent of a scene from the 1970 Academy Award-winning film “Patton,” was as viral as the announcement.
kendrick lamar
super bowl ricks halftime show
🚨February 9, 2025🚨 pic.twitter.com/NqmoKPnOcu
— NFR Podcast (@nfr_podcast) September 8, 2024
“Not Like Us” and “Like That” are among Lamar's top hits this year. His intense rap battle with Drake led to a hit song, and the success of his “The Pop Out: Ken & Friends'' concert, which aired on Prime Video on June 16, also gave him a huge boost.
NFL Executive Vice President and Chief Administrative Officer Dasha Smith said Roc Nation is “meticulously approaching” the performer selection process, which begins immediately after the Super Bowl. Roc Nation, like any concert, invests time into the presentation, the campaign leading up to the show, and every other aspect of the performance. They also focus on what is culturally relevant at the moment and which artists will appeal to different audiences.
“I think the numbers speak for themselves,” Smith said of the halftime show. “200 million people tune in, so it really has become an event. It's always a widely watched program in addition to the Super Bowl, but Roc Nation is not just about artist selection, it's about the actual halftime show. I think we’re taking it to the next level in production as well.”
Three months before Super Bowl LIX, anticipation is high for Lamar's electric show. Lamar was a musical standout during and after the World Series. And with unreleased music being used in F1 races and the NBA, the buzz for his February show is only growing.
(Top photo: Jonathan Bachmann and Cooper Neal/Getty Images)
