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Infinity Media
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Kendrick Lamar’S Super Bowl Halftime Show: How The Drake Feud Helped Elevate His Career
The effects of last summer’s rap feud between Kendrick Lamar and Drake continue to ripple through the music industry, shaping the careers of both artists in significant ways. While Drake recently made headlines for suing Universal Music Group over its role in the highly publicized battle, Lamar is preparing for what might be the most pivotal moment of his career—headlining the Super Bowl LIX halftime show on February 9, 2025.
For much of his career, Lamar has been hailed as a lyrical genius and a critical darling with a devoted following. However, it’s hard to ignore the role his feud with Drake played in catapulting him into an even larger spotlight. The beef produced a series of diss tracks, most notably Lamar’s “Not Like Us,” which dominated the charts in 2024, amassing over a billion streams on Spotify and spending a record-breaking 21 weeks atop Billboard’s Hot Rap Songs chart.
“The feud between him and Drake made him bigger; there’s no one that can sit here and argue that,” says multi-platinum producer Antwan “Amadeus” Thompson Sr. “But the Super Bowl is going to take [Lamar’s] career to a whole other level. All eyes will be on him.”
The Super Bowl Halftime Show: A Prestigious, Unpaid Gig
Performing at the Super Bowl halftime show is widely regarded as the biggest stage in the music industry. With over 80,000 fans inside New Orleans’ Superdome and more than 100 million viewers across the country, the exposure is unparalleled. However, despite the prestige, halftime performers receive no substantial paycheck for their performances—aside from a negligible union-mandated minimum.
For reference, Usher, who headlined the 2024 show, reportedly earned just $671. Instead of financial compensation, the NFL and Apple Music, the halftime show’s presenting sponsor, cover the production costs, which can exceed $10 million. Many artists even invest their own money to create an unforgettable performance.
The payoff comes in the form of skyrocketing music sales and streaming numbers. Following his halftime show, Usher saw a 550% increase in Spotify streams, a trend observed with other past performers like Rihanna, who strategically incorporated a plug for her Fenty Beauty brand during her 2023 set—a move estimated to have generated $44 million in earned media.
What’s Next for Kendrick Lamar?
Like many Super Bowl headliners before him, Lamar will capitalize on the momentum. He’s set to embark on a 19-stop stadium tour across North America this summer alongside fellow Grammy-winning artist SZA, who has already been confirmed as a special guest for his halftime performance. The duo recently collaborated on two songs, “Luther” and “Gloria,” from Lamar’s latest album, GNX, which he surprise-released in December 2024.
Beyond music, Lamar is also making waves in the film industry. His upcoming movie, produced in collaboration with South Park creators Trey Parker and Matt Stone, is scheduled for a July release through Paramount.
A Surprising Super Bowl Choice?
Lamar’s selection as this year’s Super Bowl headliner was unexpected, particularly given that the event is being held in New Orleans. Since Jay-Z took over as the executive producer of the halftime show in 2019, performers have typically had strong connections to the host city. Many speculated that New Orleans native Lil Wayne would have been the obvious choice for this year’s performance.
“If I was Jay-Z, I would’ve absolutely gone with Lil Wayne,” Thompson says. While there is still a possibility that Wayne could make a surprise appearance, his long-standing allegiance to Drake makes it unlikely.
Still, it’s undeniable that Lamar is currently the hottest name in hip-hop. In the wake of the devastating Los Angeles wildfires in January, his selection also carries cultural significance. Known for tackling deep societal issues in his music—from mental health to gang unity—Lamar brings a level of depth and substance rarely seen on a platform as massive as the Super Bowl.
“He’s been the one to take stands during difficult times and talk about things that a lot of artists wouldn’t touch on,” Thompson adds.
Hip-Hop and the Super Bowl: A Mutually Beneficial Partnership
Lamar’s performance isn’t just a win for him—it’s also a strategic move for the NFL. As Jasmine Young, director of the Warner Music/Blavatnik Music Center at Howard University, puts it, “Nowadays people use hip-hop to sell their brands. You really can’t sell your brand without hip-hop.”
This aligns with Lamar’s own sentiments when he was first announced as the headliner. “Rap music is still the most impactful genre to date,” he said. “And I’ll be there to remind the world why. They got the right one.”
With all the anticipation building around Lamar’s Super Bowl performance, one thing is certain: this will be a defining moment for both his career and hip-hop as a whole.