Kendrick Lamar’s 2025 Super Bowl Performance Was a Cultural Masterpiece—Beyond Rap Beef

Written by Nokuthula Hatoongo

“TURN THIS TV OFF, TURN THIS TV OFF!!!” That’s how we felt as we watched Kendrick Lamar create history on the 2025 Super Bowl Stage. Kendrick Lamar just reminded the world why he’s one of the greatest cultural storytellers of our time. His 2025 Super Bowl Halftime Show wasn’t just a spectacle, it was a statement. A moment. A masterclass in music, marketing, fashion, and, most importantly, cultural excellence.

This performance wasn’t about rap beef. This wasn’t about industry drama. This was about honouring the architects of culture, the ones who truly shape, build, and give back to the art form and Kendrick paid homage to that.

A Performance with Purpose

From the moment Kendrick stepped onto the stage, his entire performance, stage props, and visuals had culturally hidden messages all around. He opened with "HUMBLE.", but the way it was presented felt different, grander, and more intentional. The stage design, the choreography, and the subtle but powerful imagery throughout the set reinforced themes of power, legacy, and resistance.

Samuel L. Jackson’s surprise cameo as "Uncle Sam" was a clear statement and commentary on censorship, control, and the way Black artistry is constantly scrutinised yet simultaneously exploited. It was a calculated and powerful artistic choice. Uncle Sam has long been used as a representation of the U.S. government, often associated with patriotism, propaganda, and control. Kendrick using that symbol by having Samuel L. Jackson embody it, was a direct critique of power structures and how they impact Black culture, artistry, and freedom.

Samuel L. Jackson, a legendary Black actor known for his unapologetic stance on race, politics, and culture, added an extra layer to this portrayal. Having him play Uncle Sam wasn’t just ironic, it was strategic. Kendrick was making a statement about how America benefits from Black talent, labour, and creativity while simultaneously attempting to police, censor, or control it. At one point during the performance, Samuel L. Jackson returned and told the crowd: “Too loud, too reckless, too ghetto. Mr Lamar, do you really know how to play the game?”

Throughout history, America has profited off Black culture, whether through music, sports, fashion, or entertainment while often disregarding the struggles of the very people creating that culture. Kendrick has spoken on this before, and his music consistently critiques systemic oppression.?

Kendrick went further with the imagery of the dancers, dressed in red, white, and blue, transformed into a human American flag during "DNA.", a moment that visually captured the tension of what it means to be Black in America.

From the opening of this performance, it was immediately clear that this wasn’t just a halftime show, it was a conversation. Kendrick is famously known for weaving deep messages of racial inequalities, injustices, and African American experiences into his songs and performances, and this move was no exception.

Musical Excellence: A Discography That Defines a Generation

Kendrick’s setlist wasn’t just about hits, it was about legacy. Every song he performed was intentional. "HUMBLE.", "DNA.", and "Alright" weren’t just crowd-pleasers; they were cultural timestamps. Then came "Not Like Us", a track that has influenced the sports industry and already became a sports anthem, played in arenas long before the Super Bowl.

Setlist Breakdown: A Narrative in Motion

Every song Kendrick performed during the Super Bowl had a purpose. This wasn’t just about giving the crowd hits, it was about telling a story, the setlist spoke to every era of his influence.

• "HUMBLE." (2017) – This was more than a fan favourite; it was an anthem about ego, power, and staying grounded despite success. When Kendrick first dropped this in 2017, it was a cultural reset, challenging both rappers and listeners to check their egos. It felt like a command to both the industry and his peers: with a clear message about staying authentic.
• "DNA." (2017) – A track that highlights the resilience and complexity of Black identity. This is one of Kendrick’s most powerful tracks about identity and Black excellence, "DNA" is a statement in itself. The song embodies pride, resilience, and generational power. The way Kendrick delivered it, intense, urgent—reminded everyone why his pen is unmatched. This wasn’t just a song; it was a war cry, especially with the backdrop of his political and social messaging.
• "Alright" (2015) – One of the most culturally significant hip-hop tracks of the last decade. Since its release, it has been an unofficial protest anthem, played during Black Lives Matter demonstrations and social justice movements. Seeing Kendrick perform it on the Super Bowl stage reinforced how his music isn’t just entertainment, it’s resistance.
• "Not Like Us" (2024) – Originally viewed as a diss track, this song became something much bigger. The energy behind it made it a stadium anthem showcasing the influence of the culture, and by performing it at the Super Bowl, Kendrick redefined its meaning. It wasn’t about one rapper—it was about celebrating authentic contributors to hip-hop culture and calling out those who exploit it. This song’s beat, produced by DJ Mustard, brought back the West Coast sound in a major way, making it a generational moment in hip-hop. The fact that it played in arenas and celebrations across the country, before even being performed at the Super Bowl, shows Kendrick’s impact.

Kendrick Lamar showed us that he isn’t just making music, he’s shaping the culture. His impact spans beyond hip-hop, influencing film, literature, politics, and even sports.

Cultural Marketing Genius: How Kendrick Turned a Performance into a Movement?

Kendrick’s Super Bowl performance wasn’t just a win for music; it was a marketing masterclass in cultural capital and how to authentically use cultural understanding and messaging to create a powerful and relevant moment that captures audiences. The way he incorporated surprise guest appearances, such as SZA, or even cultural icons like Serena Williams, and the one and only DJ Mustard—showed an understanding of how to use culture to create a viral, authentic talked-about moment.

The rollout leading up to the performance was equally strategic. There were no gimmicks, no excessive hype, just authenticity and anticipation. Kendrick let the work speak for itself, something that stands in stark contrast to how most artists approach big moments like this. And it paid off.

Social media was on fire immediately after. Memes, clips, and thought pieces flooded the internet. Brands scrambled to attach themselves to the energy and currency he created. That’s power, that’s influence, that's the power of cultural marketing done right. That’s what happens when an artist understands their brand beyond just the music.

Fashion with a Message

If you’re a Kendrick fan, then you know everything he wears is intentional. His Super Bowl outfit was no different.

The bootcut Celine jeans: A nod to early 2000s hip-hop fashion, subtly bringing back a trend in a way only Kendrick could.?

The custom Martine Rose varsity jacket: A direct reference to Gloria, a symbol from his latest project, tying together music and style in a way that felt personal yet universally iconic.

Kendrick’s fashion choices always tell a story, whether it’s through his previous collaborations with brands like Nike or the way he seamlessly blends streetwear with high fashion. This performance was another example of that.

Bigger Than Hip-Hop: A Celebration of Cultural Architects

At its core, Kendrick’s 2025 Super Bowl performance wasn’t about a rap feud or a diss track—it was about cultural excellence. It was about paying homage to the people who truly contribute to the culture, the ones who build rather than just take.

He proved, once again, that he’s more than just a rapper, he’s a storyteller, a visionary, and an artist who moves the culture forward.

This was bigger than a halftime show. This was a moment in history and a celebration for the culture.