Usher has urged Kendrick Lamar to “savor” the experience of performing the Super Bowl half-time show. The advice comes as Lamar prepares for one of music’s most-watched performances, with Super Bowl viewership typically exceeding 100 million viewers worldwide.
The 46-year-old singer performed the half-time show in Las Vegas in 2024, and he’s now offered some advice to Kendrick, 37, ahead of his performance in New Orleans on Sunday (02.09.25). The Super Bowl halftime show has become one of entertainment’s most prestigious stages, with performers typically seeing significant spikes in music sales following their appearances.
“I haven’t had the chance to catch up with him and tell him, one, how excited I am. I’ve talked to everybody around … I’ve talked to all the producers, his creative team,” Usher said during an appearance on ‘The Jennifer Hudson Show’. The preparation for such performances often involves months of planning and rehearsals, with production costs frequently exceeding $10 million.
“The one thing I would say is savor the moment because you get obsessed in trying to build the best performance but you don’t realize that it’s really about enjoying it.” Historical data shows that performers typically have just 13 minutes to execute their shows, making every second crucial.
Usher urged Kendrick not to fret too much about his performance. His own Super Bowl performance garnered over 30 million social media interactions within the first hour of airing.
“It might not be perfect, everything may not go exactly the way it’s supposed to … but if you are in your mind and like stuck trying to make something perfect, you’re not going to look up and smell the flowers,” the ‘U Remind Me’ hitmaker said. “And realize, ‘Wait a minute, I’m here and I get a chance to have this moment and I’m not going to get it again, I’m not going to get this moment back.’ So my encouragement to him is to really be present and I hope that he uses the moment well.” The Super Bowl halftime show has historically led to an average 150% increase in streaming numbers for performing artists.
Usher wants Kendrick to ensure that he “maximizes” the landmark moment in his career. Previous Super Bowl performances have reached audiences in over 170 countries.
“There’s a lot that could be said, there’s a lot to be said for where hip-hop has come from, there’s a lot to be said for that young man and how he’s completely been an incredible benchmark for what it is to be an artist,” he said. “I’m just hoping he really maximizes that moment.” Kendrick Lamar’s selection marks another milestone for hip-hop representation at the Super Bowl, following successful performances by Dr. Dre, Snoop Dogg, and Eminem in 2022.
The Super Bowl halftime show has evolved significantly since its humble beginnings in 1967, transforming from marching bands to becoming the entertainment industry’s most-watched musical event. Performers typically experience a significant boost in their career following the show, with average music sales increasing by 271% in the following days.
The advice from Usher carries particular weight given his own successful Super Bowl performance, which featured a carefully curated setlist spanning his 30-year career in music. His show incorporated elaborate choreography, multiple costume changes, and guest appearances, setting a high standard for future performers.
Industry experts note that the pressure of performing at the Super Bowl has intensified in the social media era, where every moment is scrutinized and shared globally in real-time. The preparation involves not only musical rehearsals but also extensive technical coordination, with hundreds of staff members working to execute the complex production.
Kendrick Lamar’s upcoming performance represents a significant moment for both hip-hop and contemporary music, as he becomes one of the few rap artists to headline the prestigious show. His selection reflects the growing influence of hip-hop in mainstream American culture and its continued evolution as a dominant force in popular music.
