endrick Lamar will perform at the Halftime show at Super Bowl LIX, set to take place next year on February 9. Apple Music is the show’s presenting sponsor, so the 2025 event is formally known as the Apple Music Super Bowl LIX Halftime Show.

In a press statement, Kendrick Lamar said, “Rap music is still the most impactful genre to date. And I’ll be there to remind the world why. They got the right one.”

Lamar’s company with Dave Free, pgLang, is handling the creative direction for the performance. Diversified Production Services is producing the show’s telecast with Jay-Z’s Roc Nation and Jesse Collins as executive producers, Hamish Hamilton as director, and Roc Nation also serving “as the strategic entertainment advisor of the live performance.”

“Kendrick Lamar is truly a once-in-a-generation artist and performer,” Jay-Z stated. “His deep love for hip-hop and culture informs his artistic vision. He has an unparalleled ability to define and influence culture globally. Kendrick’s work transcends music, and his impact will be felt for years to come.”

Lamar was among the performers at the star-studded, hip-hop-forward Super Bowl LVI halftime show in 2022. The performance also featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, 50 Cent, and Anderson .Paak.

This past February, Usher headlined the Super Bowl Halftime Show. He brought out Alicia Keys, Ludacris, Lil Jon, H.E.R., and Jermaine Dupri during his hit-filled set.

In addition to this, Kendrick Lamar’s Drake Diss ‘Not Like Us’ made its debut at No. 1 on Billboard Hot 100. Another one of Lamar’s anti-Drake missives, ‘Euphoria’, reached No. 3 on the singles chart, while the Canadian rapper’s retort ‘Family Matters’ arrived at No. 7.

For the second time in 2024, Kendrick Lamar has a No. 1 song. After ‘Like That’, ‘Not Like Us’ is now the top track in the United States, Billboard reports. ‘Not Like Us’ is Lamar’s fourth No. 1 song, following ‘Like That’, 2017’s ‘Humble’ and 2015’s ‘Bad Blood’ which was a collaboration with Taylor Swift.

‘Like That’, released in late March, kicked off weeks of feuding between Kendrick Lamar and Drake. The beef has resulted in a bevy of diss tracks which include: ‘Euphoria’, ‘6:16 in LA’, ‘Meet the Grahams’, and ‘Not Like Us’, from Lamar, and ‘Push Ups’, ‘Taylor Made Freestyle’, ‘Family Matters’ and ‘The Heart Part 6’, from Drake.

To commemorate his latest victory on the charts, Kendrick Lamar released the music video for ‘Not Like Us’. The video was directed by Kendrick Lamar and his pgLang co-founder, Dave Free. With appearances by Lamar’s family, as well as producer Mustard and former Toronto Raptors All-Star DeMar DeRozan, the celebratory visual for the chart-topping Drake diss song features Lamar dancing with his partner, Whitney Alford, and their two children.

Drake had questioned Lamar’s family dynamics on diss tracks like ‘Family Matters’. We admit it does feel like perhaps time has arrived for Drake stop dissing the only man in history with a Pulitzer Prize in (hip-hop) music to his name. You just can’t diss Lamar and not feel the consequences.

As is obvious, with his latest video release, Kendrick Lamar continues to cement his place as a formidable force in the music industry and he will not be the one to step away from the competitive tension between him and Drake.