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Grammy winning rapper Kendrick Lamar will take centre stage at the 2025 Super Bowl Halftime Show.
Every year, Super Bowl Sunday delivers a mix of jaw-dropping performances, questionable commercials, and enough snack consumption to put an entire nation into a food coma.
But when the halftime show rolls around, all eyes are on one artist—the chosen one, tasked with delivering an unforgettable spectacle.
This year, that honour goes to Kendrick Lamar, who will take the stage at Super Bowl LIX in New Orleans.
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Fresh off winning five Grammy Awards, Lamar is having a monumental 2025, thanks to his explosive diss track "Not Like Us" and his chart-topping album "GNX."
And he won’t be alone—SZA will join him, with fans hoping for performances of their smash hits like "All the Stars," "Luther," and "30 for 30."
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But how exactly does an artist land the biggest gig in entertainment? And who decides which star gets to command the Super Bowl halftime stage?
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How Do They Pick Super Bowl Halftime Performers?
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It all starts with the NFL’s entertainment team, a mix of league executives, production specialists, and Roc Nation—the entertainment company founded by Jay-Z, which has overseen the Super Bowl halftime show since 2019.
According to The Charlotte Observer, this team creates a shortlist of potential performers based on an artist's:
- Genre
- Cultural impact
- Stadium-stage experience
- Broad audience appeal
Once the list is narrowed down, the host city gets involved in the final selection.
Sometimes, the choice is obvious—like Usher headlining in Las Vegas after his record-breaking residency there. Other times, the pick is symbolic.
Melvin Villaver, a performing arts professor at Clemson University, explained on NPR’s Morning Edition that Lamar's selection this year is a cultural moment, fusing hip-hop and jazz—genres deeply tied to New Orleans, the Super Bowl LIX host city.
"The Super Bowl halftime show is more than just a concert. It’s a statement," Villaver said.
Why are certain Artists picked?
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While it may seem like the NFL spins a giant wheel of celebrity names, there’s strategy behind the selection.
The goal? Appeal to the widest audience possible—mixing nostalgia, current chart-toppers, and iconic moments that leave people glued to their screens.
"It's about finding someone who can command the stage, bring in big streaming numbers, and deliver a performance that rivals the game itself," said The Hollywood Reporter.
Some choices feel like a safe bet, while others are bold risks—but one thing’s for sure; The Super Bowl halftime show always sparks conversation.
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