Kendrick Lamar
The Super Bowl halftime show has long been a stage where music and sports collide, but Kendrick Lamar’s record-breaking performance in 2025 proved that it is more than just entertainment—it is a cultural moment that resonates far beyond a single night.
With an audience of 137.7 million at its peak, Lamar’s set became the most-watched halftime show in history, surpassing even iconic performances by Michael Jackson, Rihanna, and Beyoncé. But the numbers only tell part of the story.
More than just a performance
Lamar’s halftime set reflected the current era in music and culture, blending artistry with deeper messages. Fresh off a dominant showing at the Grammy Awards, where he won five trophies, Lamar took the stage as an artist at the height of his influence.
His set featured hits from his acclaimed discography, including subtle nods to his ongoing rivalry with Drake, mainly through his performance of Not Like Us, a track that has become a defining anthem of hip-hop’s modern landscape.
For the NFL, Lamar’s performance was not just about securing a major artist—it was a statement. His music, often centered around themes of social justice, personal struggle, and resilience, carried a weight that extended beyond entertainment.
The league, which has actively sought to modernize its halftime show since partnering with Jay-Z’s Roc Nation in 2019, showcased an artist who embodies both commercial success and critical acclaim, bridging generational and cultural gaps.
The evolution of the Super Bowl halftime show
The Super Bowl halftime show has undergone a massive transformation over the decades. What started as marching band performances in the game’s early years evolved into star-driven spectacles featuring artists like Prince, Madonna, and U2.
However, in recent years, the league has made a concerted effort to align with younger audiences by booking artists with massive streaming influence and cultural relevance.
This shift can be seen in recent headliners. Usher’s 2024 performance and Rihanna’s 2023 set attracted over 120 million viewers, but Lamar’s show eclipsed them all. The shift toward hip-hop and R&B-centric performances in recent years directly responds to changing audience preferences.
According to a 2024 Deloitte survey, Gen Z and millennials are more likely to engage with artists through social media and streaming than traditional TV, making artists like Lamar the ideal choice for maximizing engagement.
The business of the halftime show
Beyond the spectacle, the Super Bowl halftime show has become a significant business and branding opportunity. Apple Music’s sponsorship, which began in 2023, has helped transform the event into a multi-platform experience. The goal is no longer to entertain for 13 minutes—it’s to create a lasting cultural ripple effect.
That strategy has worked. According to Spotify, Lamar’s music saw a 175% increase in streams in the hours following the Super Bowl, a significant jump even for an artist already dominating the charts.
Social media platforms were flooded with discussions, reactions, and debates about his performance, proving that the halftime show is no longer just a moment—it’s a movement.
What comes next?
With the NFL and Roc Nation extending their partnership, the future of the halftime show is clear: it will continue to push boundaries and reflect the evolving music landscape.
While some viewers still long for rock bands or legacy acts from previous decades, Lamar’s overwhelming success suggests that the league has found a winning formula.
As the NFL looks ahead to Super Bowl 2026, the question is no longer whether the halftime show can break records—it’s how it will continue to redefine itself as one of the biggest cultural events in entertainment.
