Kendrick Lamar is staying humble — and discreet about his plans for Super Bowl 2025.
During the Apple Music Super Bowl Halftime Show press conference attended by Page Six in New Orleans Thursday, the rapper played coy regarding what he’s been cooking up for his upcoming performance inside Caesars Superdome.
The halftime show headliner promised fans, however, that they can expect him to deliver a lot of “storytelling” when he hits the stage this Sunday.
“I’ve always been very open about storytelling through all my catalog and my history of music. I’ve always had a passion about bringing that on whatever stage I’m on,” Lamar, 37, teased. “So I like to always carry on that sense of, you know, make people listen, but also see and think a little.”
Whether that means he’ll perform “Not Like Us,” the hit diss track that ignited his bitter feud with Drake and earned him five awards at the 2025 Grammys last weekend?
While reports surfaced earlier this week that the controversial track is included in Lamar’s halftime setlist — amid his now-legal drama with the “God’s Plan” rapper — he did not directly confirm it himself, nor was he asked about it during the Apple Music presser.
But, seemingly as a teaser, “Not Like Us” blatantly blared through the media conference room Thursday morning as Lamar was introduced to the stage by moderators Ebro Darden and Nadeska Alexis.
The Grammy-winning songwriter also hinted during the discussion that he’s planning to perform a wide range of hits from his full musical catalog, including those featured on his latest album, “GNX,” which was released just months after his beef with Drake dominated headlines.
“[With] ‘GNX,’ I felt it was just a perfect time [to release it] … it was the energy that was bubbling inside of me,” shared Lamar, who received a personal phone call from Jay-Z (founder of Roc Nation, the company that produces the halftime show) shortly after “Not Like Us” was released in May 2024.
“I wanted to go back to the forefront of just the bite and just the grit of rap; just all raps and hard ass beats.”
During the presser, the hip-hop mogul — who rarely sits down for media interviews — also dished on his decision to feature longtime collaborator SZA as his special guest.
The two have teamed up plenty of times over the years, dropping chart-topping hits like “All the Stars” and “Doves in the Wind,” along with “Gloria” and “Luther” from Lamar’s latest “GNX” project.
“We haven’t even had a chance to crash out about it,” he said, joking about how busy their schedules have been in preparation for game day. “Everything’s been moving fast, as far as production, rehearsals and stuff. We speak, but we haven’t really gotten the chance to settle into the moment.”
Apple Music and the NFL announced Lamar as the Super Bowl 2025 halftime show headliner in September of last year.
“My name is Kendrick Lamar, and I’ll be performing at Super Bowl 59. Are you pulling up? I hope so … let’s get it,” the “Humble” rapper wrote on social media following the announcement. “I wouldn’t want you to miss it. Meet me in New Orleans.”
The performance will mark the second halftime show for Lamar, who previously served as a featured artist during Super Bowl 2022 alongside Dr. Dre, Snoop Dogg, Eminem and Mary J. Blige — with special guests 50 Cent and Anderson .Paak — at SoFi Stadium in Inglewood, Calif.
Jesse Collins, the executive producer of the Apple Music Super Bowl Halftime show, teased earlier this month that Lamar’s performance for 2025 will be “like none other” in Super Bowl halftime history.
“The creative concept is really something brilliant, spectacular and special. In all of our years of doing this — and I think every show that we’ve done has been amazing — but I have never seen an artist take this creative approach to it,” Collins told NBC News.
“Roc Nation, Jay, Kendrick and his whole team, we’ve all really busted our ass to figure out something different. And I think people are going to be blown away.”
Fans can catch Lamar’s performance during halftime of the NFL championship game between the defending champions, the Kansas City Chiefs, and the Philadelphia Eagles. Kickoff for Super Bowl LIX begins Sunday at 5:30 p.m. CT / 6:30 p.m. ET.
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