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 pay attention contained in the Los Angeles Dodgers’ clubhouse after they gained the World Collection answered them.
Lamar’s hit track “Not Like Us” performed loudly. It’s grow to be a theme for the group’s march to the championship. Arguably no rap track has grow to be 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 grow to be the theme track for his or her World Collection path to victory pic.twitter.com/1OLLJ492DK
— Joey (@gothamhiphop) October 31, 2024
One of many causes the NFL partnered with Jay-Z (actual identify Shawn Carter) and his Roc Nation model because the league’s stay music leisure strategists in 2019 was the assumption that his pulse on tradition would infuse new power into Tremendous Bowl halftime performances. That’s been true to this point, with Roc Nation and the NFL agreeing to increase 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 deciding on the halftime artists.
Jay-Z now has some of the necessary jobs involving the Tremendous Bowl — deciding on the halftime performer. Components equivalent to the situation of the Tremendous Bowl, cultural momentum and artist relevance are at play. Many artists hope to be thought of. Just a few have been chosen. Deciding on Lamar, within the eyes of many, was a straightforward alternative, 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 for the reason that 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 characteristic, however others have acknowledged Lamar’s endurance.
New Orleans rapper Juvenile, a former labelmate of Wayne’s (they had been part of the group Scorching Boys in years previous), just lately mentioned he wasn’t in opposition to 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, mentioned Lamar would “crush” the efficiency. Moreover, rap legend and Rock and Roll Corridor of Famer LL Cool J mentioned 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 mentioned. “I’m content material, glad that everybody needs to carry out and that there’s a debate of who it must be as an alternative of nobody needs 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 needs his Mighty Marching Hornets to have the chance to be on stage with Lamar in New Orleans. He mentioned he’s reached out to connections within the music business in an effort to make that occur.
“Our association can be the association he would select, as a result of it’s identical to how he wrote it,” Oliver mentioned.
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 through the nationwide anthem to deliver 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 kind of who selected in opposition to taking part 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 mentioned 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 tasks, along with deciding on acts and producing the Tremendous Bowl halftime present. Since then, the halftime present has grow to be one of many largest speaking factors of the NFL season. Moreover, the NFL has put noticeable money and time into social justice causes, together with messages and applications 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 exhibits gained a number of Emmys.
“Jay makes the choice, however we undoubtedly talk about it with the NFL, and, in fact, they will push again,” Perez mentioned.
Lamar’s announcement because the featured performer for February was coated like a significant information occasion. The announcement has grow to be a present. Lamar’s video, in entrance of an American flag — evoking scenes from the 1970 movie “Patton,” which gained an Academy Award for Finest 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 vice chairman and chief administrative officer Dasha Smith mentioned 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 every other live performance. Additionally they give attention to what’s culturally related at the moment and which artists would entice totally different audiences.
“I believe the numbers have spoken for themselves,” Smith mentioned of the halftime present. “(With) 200 million folks watching, it actually has grow to be an occasion. It’s at all times been a broadly watched program along with the Tremendous Bowl, however I believe Roc Nation is simply taking it to the following degree 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 Collection, Lamar is distinguished musically. And with unreleased music being utilized by F1 racing and the NBA, the thrill round his present in February solely figures to develop.
(High images: Jonathan Bachman and Cooper Neill / Getty Photos)
