Kendrick Lamar will headline the 2025 Super Bowl halftime show

The creative direction of Lamar’s performance is handled by pgLang, the creative label co-founded by the rapper.

This has been a big year for Lamar, although he hasn’t released an album since May 2022 Mr. Morale and the Great Steppers. That spring, he contributed a guest verse to Future and Metro Boomin’s Hot 100 No. 1 single “Like That,” which served as a springboard for a high-profile rap feud with Drake. That marked the beginning of a lengthy back-and-forth that saw the two hip-hop titans trade diss tracks in what was the genre’s most compelling back-and-forth in years, culminating in Lamar’s anthemic “Not Like Us,” which not only ended the feud but became a massive hit, spending two weeks straight at the top of the Hot 100 and amassing 765 million on-demand streams in the U.S. since its May 4 release.

The Super Bowl halftime show will be broadcast live on Fox this Sunday from the Caesars Superdome in New Orleans. It will also be the sixth year that the show will be programmed by Roc Nation, which is an executive producer of the show alongside Jesse Collins. DPS will produce and Hamish Hamilton will direct. Roc Nation entered into a partnership with the NFL in 2019, with the JAY-Z-led company taking on entertainment programming and social justice initiatives on behalf of the league. Starting with the 2020 edition, this will include Roc’s oversight of the halftime show, one of the most iconic stages in world entertainment.

“Kendrick Lamar is truly a once-in-a-generation artist and performer,” JAY-Z said in a statement. “His deep love for hip-hop and culture shapes his artistic vision. He has an unparalleled ability to define and influence culture worldwide. Kendrick’s work transcends music and his influence will be felt for years to come.”

This is also the third year that Apple Music has served as title sponsor of the event, having first taken on the role in 2023 when Rihanna headlined the show in Phoenix.

“The Apple Music Super Bowl Halftime Show is a celebration of the music we love and the incredible artists who make it, all on the biggest stage in the world,” said Oliver Schusser, vice president of Apple Music, Apple TV+, Sports and Beats, in a statement. “Apple is thrilled to bring this show, featuring the absolutely incomparable Kendrick Lamar, to fans around the world in Apple Music’s industry-leading Spatial Audio quality, along with countless exclusive videos, interviews, playlists and more on Apple Music.”

Usher headlined a career-spanning performance last year that also featured special guests Alicia Keys, HER, will.i.am and Ludacris. His set included megahits “My Boo,” “OMG,” and “Yeah,” among others. Previous headliners have included Rihanna (2023), Dr. Dre and friends (2022), The Weeknd (2021), and Shakira and Jennifer Lopez (2020).

“Few artists have had as profound an impact on music and culture as Kendrick Lamar,” NFL music chief Seth Dudowsky said in a statement. “Kendrick has demonstrated time and time again his unique ability to create moments that resonate, redefine and ultimately shake the foundations of hip-hop. We look forward to working with Kendrick, Roc Nation and Apple Music to deliver another unforgettable halftime show.”

The first full weekend of the new NFL season begins today (September 8); the season runs through January.