It probably wasn’t on anyone’s bingo card that Kendrick Lamar would have the kind of year he’s had since jumping on the 2024 song “Like That” alongside fellow artists Future and Metro Boomin. But here we are.

Between his lyrical prowess and a headline-grabbing feud with Canadian superstar Drake, Kendrick has been front and center in the cultural conversation. Since, he’s garnered five Grammy wins for his fiery, no-holds-barred anthem “Not Like Us.” Now, he’s gearing up for one of the biggest stages in entertainment: the Super Bowl Halftime Show.

But let’s be honest — the Super Bowl Halftime Show wasn’t always the spectacle we know today, and the Wayans family is responsible for that.  As previously reported by AFROTECH™, in 1992, “In Living Color” boldly aired a special episode during halftime, pulling millions of viewers away from the NFL’s then-mediocre show. The NFL took the L, regrouped, and came back strong in 1993 with none other than Michael Jackson. That move changed the game forever.

“They really just huddled up and said, ‘Let’s get Michael Jackson, and let’s make sure this never happens again,” Keenan Ivory Wayans stated. Since then, icons like Prince, Beyoncé, Bruno Mars, and Rihanna have blessed the halftime stage, each turning their 13 minutes into a cultural reset.

Now, Kendrick Lamar is set to add his name to that legendary roster as the first solo rap artist to headline the Apple Music Super Bowl LIX Halftime Show in New Orleans, LA, on Feb. 9, 2025. Despite performing in front of over 100 million viewers, he won’t be cashing a big check for it. But as history shows, this gig is less about the money and more about the moment.

Why Super Bowl Performers Don’t Get Paid

Super Bowl halftime performers aren’t paid unless you count the union-mandated check they receive. According to Forbes, Usher reportedly got just $671 for his 2024 show. However, the artist doesn’t come out of pocket for performance expenses. The league and Apple Music cover production costs, which can hit over $10 million.

Why would anyone agree to that? Exposure, plain and simple. After Usher’s halftime show, his Spotify streams shot up 550%. Rihanna’s quick Fenty Beauty plug during her 2023 set reportedly brought in an estimated $44 million in media buzz. So, while there’s no direct deposit hitting Kendrick’s account, the visibility is priceless.

Kendrick Lamar: The Journey To The Big Stage

Kendrick’s road to the Super Bowl isn’t just a personal win; it’s a testament to how far hip-hop has come. Born and raised in Compton, he leans deeply into cultural storytelling, tackling everything from Black identity to systemic issues. Albums like “Good Kid, m.A.A.d City,” “To Pimp a Butterfly,” and “DAMN.” can be seen as cultural time expositions.

Ironically, it was his feud with Drake that supercharged his mainstream presence. The diss track “Not Like Us” was more than just a clapback; it was a cultural earthquake. Forbes further reports that the song racked up over a billion Spotify streams and held down the top spot on Billboard’s Hot Rap Songs chart for 21 weeks straight.

What To Expect From The Super Bowl Halftime Show

Storytelling has always been at the forefront of Kendrick’s artistry, and he’s promised to bring that same energy to the Super Bowl stage.

“I’ve always been very open about storytelling through all my catalog and my history of music,” Lamar said in an Apple Music interview. “And I’ve always had a passion about bringing that on whatever stage I’m on, whether it’s a world tour or whether it’s 500 people at Key Club, I’ve always had a form of that. So I like to always carry on that sense of, make people listen, but also see and think a little.”

He won’t be alone, either — Grammy-winner SZA will join him, adding another layer of magic. Their collaborations, “Luther” and “Gloria” from Kendrick’s surprise album “GNX,” are likely to make the setlist.

A Non-Paid Performance, But A Priceless Moment

Although the 37-year-old won’t be walking away with a huge paycheck, what he gains is much more significant. This is more than a halftime show; it’s a cultural milestone. It’s a chance to put rap and Hip-Hop at the forefront and advance his future endeavors. Lamar is set to go on tour later this year with SZA, and this performance can drum up more hype for the upcoming performance schedule.

By observing past Super Bowl performers, it’s clear that this moment is about more than just highlighting musical talent. It’s a strategic move that can potentially create a lasting impact far beyond the Super Bowl performance.