If there have been any questions why Jay-Z picked Kendrick Lamar to carry out the Tremendous Bowl LIX halftime present February in New Orleans, a hear contained in the Los Angeles Dodgers’ clubhouse after they gained the World Sequence answered them.
Lamar’s hit tune “Not Like Us” performed loudly. It’s develop into a theme for the group’s march to the championship. Arguably no rap tune has develop into so entrenched in sports activities celebrations since DJ Khaled’s “All I Do Is Win” in 2010.
The Dodgers pop the champagne and instantly begin celebrating to Not Like Us 😂😂😂
It’s develop into the theme tune for his or her World Sequence path to victory pic.twitter.com/1OLLJ492DK
— Joey (@gothamhiphop) October 31, 2024
One of many causes the NFL partnered with Jay-Z (actual title Shawn Carter) and his Roc Nation model because the league’s stay music leisure strategists in 2019 was the idea that his pulse on tradition would infuse new vitality into Tremendous Bowl halftime performances. That’s been true to date, with Roc Nation and the NFL agreeing to prolong their partnership in October, a partnership that features Roc Nation’s involvement within the NFL’s social justice causes.
Roc Nation collaborates with the NFL and Apple Music on choosing the halftime artists.
Jay-Z now has one of the crucial essential jobs involving the Tremendous Bowl — choosing the halftime performer. Elements similar to the placement of the Tremendous Bowl, cultural momentum and artist relevance are at play. Many artists hope to be thought-about. Just a few have been chosen. Choosing Lamar, within the eyes of many, was a simple selection, as he’s having an enormous 2024. “Not Like Us” is proof.
Who isn’t chosen for Tremendous Bowl halftime performances can garner simply as a lot consideration. That continues to be a subject of dialog because the announcement of Lamar headlining the halftime present in September. New Orleans native Lil Wayne has expressed his disappointment over not being chosen. Some have questioned why a widely known native artist wasn’t chosen because the halftime function, however others have acknowledged Lamar’s endurance.
New Orleans rapper Juvenile, a former labelmate of Wayne’s (they had been part of the group Sizzling Boys in years previous), just lately stated he wasn’t towards Lamar performing and would be a part of Lamar on stage if provided an invite, he understood Wayne’s frustration. Rihanna, who carried out at halftime of Tremendous Bowl LVII in 2023, stated Lamar would “crush” the efficiency. Moreover, rap legend and Rock and Roll Corridor of Famer LL Cool J stated that Wayne’s time “would come,” however Lamar was a good selection for the upcoming Tremendous Bowl.
The a number of discussions for a present scheduled three months away are a reminder of how impactful the halftime efficiency is. It is also a reminder of how the Roc Nation partnership has benefited the NFL.
“I’m not stunned, however I’m comfortable that it’s not what it was 5 years in the past, when no one needed to the touch it,” Roc Nation CEO Desiree Perez stated. “I’m content material, happy that everybody desires to carry out and that there’s a debate of who it needs to be as an alternative of nobody desires to carry out.”
Lamar’s inclusion has fueled hypothesis about visitor performances from musical artists and marching bands which have performed “Not Like Us” this fall. Jackson State’s marching band carried out with Usher throughout this previous yr’s halftime present.
Alabama State marching band director Dr. James B. Oliver desires his Mighty Marching Hornets to have the chance to be on stage with Lamar in New Orleans. He stated he’s reached out to connections within the music trade in an effort to make that occur.
“Our association can be the association he would select, as a result of it’s similar to how he wrote it,” Oliver stated.
5 years in the past, the NFL-Roc Nation partnership was met with skepticism. There have been musical acts who didn’t wish to take part within the Tremendous Bowl halftime present within the aftermath of Colin Kaepernick and different gamers taking a knee in protest throughout the nationwide anthem to convey consideration to social justice points in 2016. Kaepernick, who led the the San Francisco 49ers to a Tremendous Bowl XLVII look, was out of the NFL after the 2016 season.
A type of who selected towards collaborating in Tremendous Bowls then was Jay-Z. He wore a No. 7 jersey with “Colin Ok.” on the again throughout a 2017 efficiency on “Saturday Evening Dwell.” Rihanna, on the time, additionally stated she wouldn’t carry out in help of Kaepernick.
However in August 2019, Jay-Z and Roc Nation collaborated with the NFL in an effort to work on social justice initiatives, along with choosing acts and producing the Tremendous Bowl halftime present. Since then, the halftime present has develop into one of many greatest speaking factors of the NFL season. Moreover, the NFL has put noticeable money and time into social justice causes, together with messages and packages throughout the nation.
Highlighted artists after 2019 embrace Jennifer Lopez and Shakira (2020); The Weeknd (2021) Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem, Kendrick Lamar and 50 Cent (2022); Rihanna (2023) and Usher (2024). The 2022 and 2023 reveals gained a number of Emmys.
“Jay makes the choice, however we undoubtedly talk about it with the NFL, and, after all, they’ll push again,” Perez stated.
Lamar’s announcement because the featured performer for February was lined like a significant information occasion. The announcement has develop into a present. Lamar’s video, in entrance of an American flag — evoking scenes from the 1970 movie “Patton,” which gained an Academy Award for Greatest Image — was simply as topical because the announcement.
KENDRICK LAMAR
SUPER BOWL LIX HALFTIME SHOW
🚨FEBURARY 9TH, 2025🚨 pic.twitter.com/NqmoKPnOcu
— NFR Podcast (@nfr_podcast) September 8, 2024
“Not Like Us” and “Like That” are amongst Lamar’s chart-topping hits this yr. His intense rap battle with Drake led to the hit songs, in addition to the profitable “The Pop Out: Ken & Buddies” live performance that aired on Prime Video on Juneteenth, gave him loads of momentum.
NFL government vp and chief administrative officer Dasha Smith stated Roc Nation is “meticulous” within the course of of choosing performers, which begins instantly after the Tremendous Bowl. Roc Nation invests time in how the announcement will likely be made, the marketing campaign main as much as the present and all different elements of the efficiency like some other live performance. In addition they deal with what’s culturally related nowadays and which artists would appeal to completely different audiences.
“I believe the numbers have spoken for themselves,” Smith stated of the halftime present. “(With) 200 million folks watching, it actually has develop into an occasion. It’s at all times been a extensively watched program along with the Tremendous Bowl, however I believe Roc Nation is simply taking it to the following stage with not simply the artists’ choice, however actually the manufacturing of the halftime present.”
Three months earlier than Tremendous Bowl LIX, the anticipation of an electrical Lamar present is excessive. Even throughout and after the World Sequence, Lamar is outstanding musically. And with unreleased music being utilized by F1 racing and the NBA, the excitement round his present in February solely figures to develop.
(Prime photographs: Jonathan Bachman and Cooper Neill / Getty Pictures)
