Kendrick Lamar finds it “very hard” to “live in the past.” His statement comes at a time when he’s achieved more than 15 Grammy awards and numerous platinum records, solidifying his position as one of hip-hop’s most influential voices.
The 37-year-old rap star is preparing to perform the Super Bowl half-time show on Sunday, Feb. 9, and Kendrick has revealed how he’s approaching his 13-minute set in New Orleans, suggesting that he’ll focus on his newer music. The Super Bowl halftime show typically draws more than 100 million viewers worldwide, making it one of music’s most-watched events, with viewers spanning across 170 countries.
Speaking at a pre-game press conference hosted by Apple Music, Kendrick explained: “It’s kind of wild and interesting, because it lets you know where you’re at and your perspective on how you think about cataloging the music.” His words reflect on a career spanning nearly two decades in the industry, during which he’s sold over 70 million records worldwide.
“For me, I love being present. I love being present, man. It’s very hard for me to live in the past. Very hard. I respect the past wholeheartedly but … being in the now and being just locked in to how I feel and the energy I have now, that’s the Los Angeles energy for me. That’s something that I want to carry over to New Orleans and for the world to see.” The artist’s deep connection to Los Angeles has influenced his music throughout his career, with his albums often serving as a chronicle of life in Compton.
“This is me, Kendrick Lamar, at 37 years old.” His journey from Compton to global stardom includes multiple platinum albums and groundbreaking performances, including his acclaimed Coachella headlining sets and numerous sold-out world tours.
Meanwhile, Usher recently urged Kendrick to “savor” the experience of performing the Super Bowl half-time show. The advice comes from an artist who recently delivered one of the most-watched performances in Super Bowl history, with viewing figures exceeding 130 million.
The 46-year-old singer performed the half-time show in Las Vegas in 2024, and he recently offered some advice to Kendrick ahead of his performance in New Orleans. Usher’s own halftime show garnered record-breaking viewership numbers and social media engagement, generating over 50 million social media interactions during the performance.
During an appearance on “The Jennifer Hudson Show,” Usher said: “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.” The preparation for such a massive production typically involves months of rehearsals and coordination, with over 3,000 hours of preparation time.
“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.” This insight comes from Usher’s experience of condensing his 30-year career into a 13-minute spectacle that required coordination among hundreds of performers and crew members.
The performance will take place at the historic Caesars Superdome, which has hosted seven previous Super Bowl halftime shows. The venue’s capacity exceeds 76,000, and the expected global television audience could reach 150 million viewers, making it one of the most-watched musical performances of the year.
The technical production involves a team of over 300 professionals working to transform the football field into a concert venue within minutes. The show’s complexity includes state-of-the-art lighting, sound systems, and elaborate stage designs, with an estimated production cost exceeding $10 million.
Industry analysts predict this could be one of the most-streamed halftime shows ever, with potential viewership across traditional broadcast and digital platforms reaching record numbers. Social media engagement is expected to surpass previous years’ performances, potentially generating over 100 million social media impressions during the 13-minute performance.
The anticipation for Lamar’s performance has already led to increased streaming numbers for his catalog, with digital platforms reporting a 300% surge in plays of his music in the weeks leading up to the Super Bowl. Music industry experts predict this exposure could lead to a significant boost in album sales and streaming numbers following the performance.
