NFL confirmed that Kendrick Lamar would headline the Super Bowl LIX halftime performance in New Orleans on the first day of the season.
NFL brass (with advice from Jay-Z's Roc Nation) chose Lamar over New Orleans native Lil Wayne for hometown hits.
The league appears to be trying to capitalize on Lamar's one of the best rap streaks without a project.
Lamar's Twitter shows his 2024's efficiency: He disses Drake three times before announcing the Super Bowl.
It's apt that the Compton native is from an earthquake hotbed because every time he's appeared, trouble has ensued.
Super Bowl LVII performer Rihanna stuck to her vast catalog, while last year's performer Usher released an album the weekend before the game.
So a new Lamar album by January is possible. Lamar deserves a spot in the Super Bowl halftime lineup with a decade-plus of chart-topping tunes and collaborators who can push the set in many directions.
If his 2024 didn't change music, he'd be uncontroversial. But it did.