Kendrick Lamar’s Super Bowl Halftime Show: Was It the Right Choice?
By Michael Russo, Creative Director & Co-Founder, brandRUSSO
Every year, the Super Bowl Halftime Show is more than just entertainment—it’s a branding moment. The artist chosen must not only deliver a performance that captivates a massive audience but also align with the event’s cultural and commercial significance.
Kendrick Lamar took the stage this year, and his performance immediately sparked debate. Was he the right choice for this moment? And did his creative choices resonate with the audience in a way that benefited both him and the Super Bowl brand?
Choosing Kendrick Lamar: A Calculated Risk?
The NFL’s decision to feature Kendrick Lamar as the solo headliner was a departure from recent halftime shows that leaned heavily on pop or multi-artist collaborations. Lamar is not just an artist—he’s a storyteller, a poet, and an activist. His music carries deep themes of identity, race, and societal struggle, which don’t necessarily align with a Super Bowl performance’s traditionally broad appeal.
But does that mean he was the wrong choice? Not necessarily.
Lamar is one of his generation’s most critically acclaimed and influential artists. His storytelling prowess and cultural relevance give the NFL credibility among younger, socially conscious fans. With the Super Bowl looking to appeal to a younger demographic—one that values authenticity and artistic integrity—choosing Lamar was a statement.
However, the Super Bowl audience isn’t just made up of Kendrick Lamar fans. The halftime show must entertain 100 million+ viewers, spanning generations, political ideologies, and musical preferences. It’s impossible to please everyone, but in the end, that’s the expectation. So, the real question is: Did Lamar deliver a performance that matched the moment?
Lamar’s performance was a masterclass in blending artistry with cultural commentary. As the first solo hip-hop artist to headline this coveted event, Lamar seized the moment to deliver a performance that was both provocative and emblematic of his brand. His set was visually striking, bold, and unmistakably him—a strength and a potential misstep. Rather than adapting his artistry to fit the broader Super Bowl audience, he doubled down on his signature style. The staging, choreography, and symbolism all carried the weight of his usual performances, filled with layered social commentary.
For his core fans, this was a moment of validation—proof that an artist of his caliber could headline one of the most-watched events in the world while staying true to his message. However, the performance may have felt unfamiliar, even polarizing for the casual Super Bowl viewer.
The halftime show is a branding exercise as much as an artistic showcase. The best Super Bowl performances—think Prince, Beyoncé, or even Rihanna in 2023—manage to strike a balance between artistry and accessibility. Lamar’s performance was undoubtedly powerful, but did it engage and excite the broader audience in the same way? That’s where the debate begins.
The Branding Lesson: Know Your Audience
This brings us to the real branding takeaway: Was this the right creative choice?
For the NFL and Super Bowl brands, the answer is mixed. Lamar’s selection was a bold step forward if the goal was to modernize and appeal to a younger, more engaged audience. However, the choice may have fallen short if the goal was to deliver a universally beloved performance that could unite viewers of all backgrounds in a moment of shared entertainment.
From Lamar’s perspective, the decision to lean into his artistic identity rather than adjust for mass appeal speaks to his brand’s strength—but also its limitations. Brands that refuse to compromise their identity build deep loyalty with their audience but may alienate potential new followers.
This is the same daily challenge businesses face: How do you stay true to your core values while still appealing to a broad audience? The answer isn’t always clear, but it comes down to understanding your audience, knowing when to push boundaries, and recognizing when to adapt without losing your brand’s essence.
Will This Performance Have a Lasting Impact?
Beyond this moment, will Lamar’s Super Bowl performance be remembered as a game-changing halftime show? Or will it be seen as an artistically impressive yet divisive choice?
For comparison, Prince’s legendary 2007 performance wasn’t just a showcase of his talent—it felt right for the moment. It was universal, emotional, and unifying. Lamar’s show may be analyzed and appreciated in hindsight, but it didn’t have the same immediate mass appeal.
In the end, the best branding moments aren’t just about making a statement; they’re about creating connections. Whether Lamar’s performance did that for most viewers remains to be seen. But if there’s one thing we know for sure—it got people talking. And in branding, that’s always the first step to changing the conversation.
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Michael J. Russo, co-founder of brandRUSSO, brings over 20 years of creative expertise to his role as Chief Creative Officer, having worked with a diverse range of clients from across the country. An award-winning art director, copywriter, and designer, Michael is a published author, Judge for the International TELLY, MUSE, and TITAN Awards, and co-host of the He Said, She Said, Razor Branding Podcast.
brandRUSSO was established in 2001 by Jaci and Michael Russo, representing a global portfolio of B2B clients in the professional services and manufacturing industries. As a strategic branding agency, we believe in the promise behind the brand, and that by changing the conversation we can inspire and motivate consumer behavior.
