Summary
Kendrick Lamar’s Super Bowl LIX halftime show used music and images. Guest performers also helped express his brand. Apple Music, a line about Drake, a Buick GNX, and a protest banner created talking points. The show offers lessons in identity, partnerships, and responding to surprises.
Kendrick Lamar’s Super Bowl Halftime Show as a Business Case
At the February 9, 2025 show, Lamar used songs, symbols, guests, and Apple Music branding. The choices gave the performance a clear identity and carried several messages. Entrepreneurs can study its storytelling, partnerships, and response to an unexpected moment.
The Event
The Apple Music Super Bowl LIX halftime show took place on February 9, 2025. Lamar took the stage around 8 p.m. ET during the Kansas City Chiefs vs. Philadelphia Eagles showdown. Samuel L. Jackson, appearing as Uncle Sam, emceed the show, while SZA joined as a guest performer.
The Performance
Lamar’s 13-minute setlist featured:
- “GNX”
- “Squabble Up”
- “Humble”
- “DNA”
- “Euphoria”
- “Man at the Garden”
- “Peakaboo”
- “Luther” (with SZA)
- “Not Like Us”
During the set, Lamar referenced his feud with Drake. He said, “Game Over.” For context, read our Kendrick Lamar and Drake feud story.
Key Branding and Business Lessons from Kendrick Lamar
1. The Gloria Jacket: A Personal Brand Statement
Lamar wore a jacket with “GLORIA,” the title of a song on GNX. It linked the performance to his music and story.
Business lesson: A clear story helps people understand what a brand stands for.
2. Samuel L. Jackson as Uncle Sam: Making a Bold Statement
Samuel L. Jackson appeared as Uncle Sam. The character added a political reference to the show.
Business lesson: A familiar symbol can signal a view on issues beyond the product.
3. “Game Over”: The Competitive Edge
Lamar’s line brought his feud with Drake into the show. It made competition part of the story.
Business lesson: Show how your business differs. Customers can then see why to choose it.
4. The Muscle Car: A Symbol of the Journey
Lamar arrived in a black Buick GNX. The car linked the show to his rise from Compton to global fame.
Business lesson: A story can help customers see what a product means to a business.
5. Handling the Unexpected: Palestine and Sudan Flag Banner
A protester displayed a banner for a short time. It showed the flags of Palestine and Sudan. Security intervened. The unplanned moment became part of the public discussion around the show.
Business lesson: How a business responds to an unexpected event can shape what people think of it.
Business Lessons from the Show
Lamar partnered with Apple Music for the halftime show. Guest performers and cultural references gave viewers more to discuss. The show also used music, dance, and visual storytelling. For more on music in brand marketing, read the musical formula behind the world’s top brands.
Entrepreneurial Takeaways from Kendrick Lamar
1. Be Authentic
Lamar writes about his life and community. Fans connect with those themes in his music.
Business lesson: A clear, honest message can help build customer trust.
2. Take Smart Risks
He chooses to address controversial topics, which can help him stand out.
Business lesson: A thoughtful risk can help a business stand out from competitors.
3. Tell a Story
His performances connect songs and images to a story for fans to follow.
Business lesson: Stories can help people connect with a business or its products.
4. Build a Strong Team
Lamar works with a talented team to bring his creative vision to life.
Business lesson: A skilled team can help a business carry out its plans.
5. Stay Connected to Your Roots
Despite global fame, Lamar stays connected to where he grew up and to his community.
Business lesson: A connection with your community can help build customer loyalty.
6. Innovate Over Time
Lamar changes his sound while keeping parts of his style that fans know.
Business lesson: Changing with the times can help a business stay useful to its customers.
7. Create Unforgettable Experiences
His performances can stay in people’s minds.
Business lesson: Good customer experiences can lead people to recommend a business.
8. Use Strategic Partnerships
His work with Apple Music helped him reach more people.
Business lesson: The right partner can help a business reach more people.
9. Adapt to Change
Lamar changes with the music industry while keeping his identity.
Business lesson: A business may need to adapt as its market changes.
10. Make Bold Statements
Lamar uses his public profile to speak about issues he cares about.
Business lesson: A clear message helps people understand what a business stands for.
Final Thoughts
The show offers lessons in storytelling, partnerships, and point of view. His songs also saw more chart and streaming activity after the 13-minute set. Musicians who use AI tools may find ideas here, too. See our complete guide to AI music and the creator business.
