For the next Apple Music Halftime special, none other than rap superstar Kendrick Lamar will be taking to the stage , with Apple, the NFL, and Roc Nation making the announcement earlier on Sunday.
A video was posted showing the rapper with a football tosser on a field, surrounded by a giant American flag. "My name is Kendrick Lamar. And I'll be performing at Super Bowl 59."
Fans immediately hailed the choice, with many also assuming that it might reignite his feud with Canadian rapper Drake , which dominated the pop culture discourse during the first half of the year.
They reacted to the official NFL announcement with comments like: "He gonna diss Drake on half time show," and: "Drake punching the air rn," as well as: "Him & his village gon look back and say 2024 was a wild year for them!" A few others were disappointed that New Orleans native Lil Wayne wasn't tapped for the show instead.
Kendrick, 37, said in a statement: "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."
Roc Nation's Jay-Z also shared a statement, which read: "Kendrick Lamar is truly a once-in-a-generation artist and performer. 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."
Other statements came from Oliver Schusser, Apple's Vice President of Apple Music, Apple TV+, Sports, and Beats, plus Seth Dudowsky, Head of Music at the NFL.
The former shared: "The Apple Music Super Bowl Halftime Show is a celebration of the music we love and the incredible artists who make it, all on the world's biggest stage."
"Apple is thrilled to bring this show, starring the absolutely incomparable Kendrick Lamar, to fans worldwide with Apple Music’s industry leading Spatial Audio quality along with tons of exclusive videos, interviews, playlists and so much more across Apple Music."
Seth added: "Few artists have impacted music and culture as profoundly as Kendrick Lamar. Time and time again, Kendrick has proven his unique ability to craft moments that resonate, redefine, and ultimately shake the very foundation of hip-hop."
The announcement caps off a banner year for the acclaimed musician, who spent a majority of the past music cycle embroiled in his feud with Drake. The stream of diss tracks produced two major number one singles for Kendrick, "Like That" and "Not Like Us."
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