After winning big at the GRAMMYs, Kendrick Lamar spoke at the Super Bowl press conference yesterday (February 7), touching on his preparation for the Halftime Show, his massive success, and his approach to storytelling in music. Walking onto the stage to the now-iconic Not Like Us beat, Lamar kept things brief about the beef with Drake but made it clear that his diss tracks and surprise album GMX were about bringing rap back to its roots: raw energy, lyrical battles, and hard-hitting beats.
“I think a lot of people were pushing rap to the back—you didn’t see that grit anymore,” he explained in his conversation with Ebro Darden and Nadeska Alexis. “From the start, I saw this as a sport. Some people may see it differently, and that’s fine, but I love when artists really go for it. I still watch battle rap—Smack URL, Murda Mook, Lux, Tay Roc, and my bro Daylyt. This is what rap has always been about for me.”
Lamar wasn’t surprised by how well he performed against Drake, saying it’s something he’s been honing for years. “I’ve been doing this for years—whether in Carson Studios, a friend’s garage, or with my team at TDE. It’s the same thing, just on a bigger stage. I’ve put in the time to know exactly how to make it connect with people.”
Beyond the drama, Lamar is gearing up for a historic Super Bowl LIX Halftime Show in New Orleans on Sunday night, where he will be the first solo rap act to headline the 13-minute set. Fans can also expect a special guest appearance from SZA, ahead of their Grand National Tour in April. Lamar, known for weaving deep narratives into his work, emphasized that storytelling will be at the heart of his performance.
Catch @kendricklamar with guest @sza. #AppleMusicHalftime #SBLIX https://t.co/VxWPUamYKp@pgLang @RocNation @NFL @NFLonFOX pic.twitter.com/9aQCv9mCvH
— Apple Music (@AppleMusic) January 23, 2025
“I’ve always been open about storytelling in my music, and I have a passion for bringing that to the stage,” he shared at the Apple Music press conference. “I like to make people listen, but also see and think a little.”
.@kendricklamar says to look for the storytelling at his #AppleMusicHalftime performance on Sunday. He gives @oldmanebro and @neweryork a sneak peek into what fans can expect from the show. #SBLIX https://t.co/VxWPUamYKp pic.twitter.com/EBBck3LcyO
— Apple Music (@AppleMusic) February 6, 2025
Before the big game, Lamar will also sit down with actor Timothée Chalamet for an Apple Music interview airing on Friday, February 7, at 7 a.m. EST. With five GRAMMY wins—including Song of the Year, Best Rap Performance, Best Rap Song, Best Music Video, and Record of the Year for Not Like Us—Lamar is closing out a dominant week with what promises to be an unforgettable performance.
Watch the full interview below:
