As one of the most influential voices in hip-hop, Kendrick Lamar took the stage at the Apple Music Super Bowl LIX Halftime Show Press Conference in New Orleans to discuss his upcoming performance and reflect on his journey. Joined by Apple Music Radio hosts Ebro Darden and Nadeska Alexis, Lamar spoke candidly about his career, the evolution of hip-hop, and how he’s condensing 15 years of transformative music into a 13-minute set.
Lamar, the first solo hip-hop artist to headline the Super Bowl Halftime Show, emphasized the importance of showcasing rap as an art form on such a massive stage. He reflected on his early days of shuffling mixtapes and performing at small venues, underscoring how far hip-hop has come: “Lot of people don’t see the story before the glory, man. That shit is like, shuffling out your mixtapes and going to neighborhoods and parties and performing there in hole-in-the-wall spots. It reminds me of the essence and the core response of rap and hip-hop, and how far it can go. So, for me, that shit means everything,” Lamar said. “It puts the culture on the forefront, where it needs to be, and not minimized to just a catchy song or verse. This is a true art form.”
Despite now performing on one of the world’s biggest stages, Lamar admitted the Super Bowl Halftime Show wasn’t something he envisioned earlier in his career. Instead, his focus was always on the music: “I wasn’t thinking about no Super Bowl,” Lamar said. “We was thinking about the best verse, and how we gonna spit this five dollars at Church’s Chicken or something like that. There wasn’t no Super Bowl. But the passion I had back then is still the passion I have now, and that carried me here. Staying present in the moment is what kept me grounded and allowed me to get to big stages like this.”
Lamar also touched on the success of his GRAMMY-winning song “Not Like Us,” which took home Record of the Year and Song of the Year at the recent GRAMMY Awards. He celebrated how the song—originating as a battle rap—helped elevate rap’s status as a true art form: “When people talk about rap, they think it’s just rap, and it’s not an actual art form. So when you put records like that at the forefront, it reminds people that this is more than just something that came 50 years ago,” Lamar said. “I love to see rap get that type of recognition—from awards to the billboards—because it’s truly just as big as any other genre. It’s an accomplishment for me, but also for the culture.”
With New Orleans hosting this year’s Super Bowl, Lamar acknowledged the cultural connection between his roots in Compton and the South, as well as the importance of always staying true to himself and his heritage: “The culture and just being Black, I can’t help that, man. It’s not something that I think about or even try to downplay. I have to be who I am authentically. And if the world can’t accept that, then so be it,” Lamar said. “Whether it’s in private or on the main stage, I’m gonna put it all the way out there.”
As Lamar prepares for his halftime performance, he discussed the challenge of condensing a decade and a half of music into a 13-minute set:
“Mr. Morale is like an hour and thirty-minute tour, so you gotta smack this shit down all the way to 13 minutes! It’s wild, but it’s interesting because it makes you think about your catalog in a different way. For me, it’s about being present and bringing the energy I have now as a 37-year-old artist to the stage,” Lamar said.
He also spoke about the importance of storytelling in his music and performances, which has been a cornerstone of his career: “I think I’ve always been very open about storytelling through my catalog. Whether it’s a world tour or performing for 500 people at a small venue, my goal has always been to make people listen, see, and think.”
Lamar shared advice about authenticity and self-belief, which have guided him throughout his career: “You have to believe in yourself and know there’s only one you. You’re an amazing individual, unique, a miracle! I wake up every day and think about how crazy life is, and knowing there’s only one me keeps me grounded in my authentic nature. When people are authentic, what comes out of that is true love and no boundaries.”
He also shared his physical and mental preparation rituals for performances, which include stretching, push-ups, and listening to the Isley Brothers to balance his excitement.
Lamar’s halftime show will not only showcase his artistry but also celebrate the legacy of hip-hop, as he performs alongside SZA. Reflecting on her journey, Lamar expressed admiration for her dedication and growth: “Watching her career and where she’s come from is amazing to see. I’ve seen her process firsthand, and to see it now magnified is incredible. I’m just honored to be next to her talent.”
With the world eagerly awaiting the Super Bowl LIX Halftime Show, Lamar’s performance promises to be a celebration of music, culture, and authenticity.
