Kendrick Lamar, the Grammy-winning rap superstar, is set to headline the Apple Music Super Bowl Halftime Show in New Orleans next year. The NFL, Apple Music, and Roc Nation made the announcement on Sunday, revealing that Lamar will lead the halftime festivities at the Caesars Superdome on Feb. 9.
Lamar, who has won 17 Grammys, expressed his excitement about bringing hip-hop to the NFL's championship game, where he previously performed as a guest artist with Dr. Dre, Snoop Dogg, Mary J. Blige, 50 Cent, and Eminem in 2022. The rapper has achieved significant success since his debut album in 2012, accumulating multiple Grammy wins and becoming the first non-classical, non-jazz musician to win a Pulitzer Prize.
His latest album, "Mr. Morale & The Big Steppers," released in 2022, included hit songs like "Like That" and "Not Like Us." The creative direction of Lamar's performance at the halftime show will be provided by pgLang, a company founded by Lamar and Dave Free, who has directed the rapper's music videos.
Roc Nation founder Jay-Z praised Lamar as a "once-in-a-generation" artist and performer who has a deep love for hip-hop and culture. The halftime show will be co-executive produced by Roc Nation and Emmy-winning producer Jesse Collins. The head of music at the NFL, Seth Dudowsky, commended Lamar's ability to redefine and shake the foundation of hip-hop.
Last year, Usher headlined the halftime show with a star-studded performance. The vice president of Apple Music and Beats, Oliver Schusser, described the Apple Music Super Bowl Halftime Show as a celebration of music and the incredible artists who create it on the world's biggest stage.