The year's most anticipated music event draws close as Apple Music unveils a new trailer for the Super Bowl Halftime Show starring hip-hop icon Kendrick Lamar, with a special appearance by artist SZA.
Launched last Thursday, the spot is the second official trailer for the event following a bombshell announcement posted back in September.
In last year's press release, Lamar spoke about his intentions for the performance.
"Rap music is still the most impactful genre to date. And I'll be there to remind the world why. They got the right one."
Super Bowl LIX. New Orleans.https://t.co/RwqVLDGdgf
— Kendrick Lamar (@kendricklamar) September 8, 2024
The upcoming performance is seen by many as Lamar's final victory lap after a highly public feud with pop artist Drake, which began in March of last year.
Meanwhile, SZA's involvement is both fitting and unsurprising, given her features on two tracks from Lamar's latest album, "GNX." The Grammy-winning singer will also co-headline Lamar's upcoming "Grand National" Tour later in April.
Additionally, Apple Music also launched a set of curated playlists on the app under a page titled "Kendrick Lamar's Road to Halftime."
Aside from featuring several mixes dedicated to the two artists, it also contains playlists inspired by different NFL players and assorted football teams.
This will be Lamar's second time on the Big Game's halftime stage.
In 2022, he appeared in an epic performance alongside Dr. Dre, Snoop Dogg, Mary J. Blige, and Eminem.
The Super Bowl Halftime Show attracts millions of viewers each year. Last year's iteration, headlined by Usher, set a record with 129.3 million viewers.
Leveraging some of the world's most popular contemporary artists is one of the most effective examples of influencer marketing.
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Kendrick Wins Again
The 30-second film opens on a wide-angle shot of a football field as Lamar speaks to someone over the phone.
With the camera perched high above the ground — a picturesque angle reminiscent of Lamar's past videos — a row of marching feet peeks through the top half of the screen.
Still making casual conversation, Lamar says he's thinking about getting a guest performer when a familiar-looking figure sneaks up behind him with an orange bucket.
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It turns out to be SZA, who empties an entire jug of blue Gatorade over Lamar's head.
The camera changes angles to capture the visually striking scene in slow motion, also closing out the ad.
Meanwhile, Lamar's "GNX" went viral immediately after it launched in November, prompting brands to jump on a meme trend inspired by an iconic line from his track "tv off."
