Following a historical week for Kendrick Lamar, the Compton-raised rapper is set to take the stage at this weekend’s Super Bowl halftime show. Lamar won five Grammys this past Sunday, making him one of the most celebrated musicians in rap history. From winning big at the Grammys to taking center stage at the Super Bowl, Kendrick Lamar masterfully strengthens his personal brand with every move.
At the Grammys, he took home a victory in the following categories: Best Music Video, Best Rap Song, Song of the Year, and Record of the Year. He received all of the recognition for his song, Not Like Us, which he released in response to a feud with Drake, another famous rapper. By turning this rivalry into a cultural moment, Kendrick not only dominated the charts but also strengthened his personal brand, keeping the spotlight on him ahead of his highly anticipated Super Bowl performance. His Grammy success came at the perfect time, just days before he is set to perform alongside SZA at the Kansas City Chiefs vs. Philadelphia Eagles Super Bowl halftime show this Sunday. These back-to-back appearances are telling of the influence he has on our time and his current status in pop culture history.
Even in the era of streaming, the Grammys serve as a key moment for artists like Kendrick Lamar to gain credibility. Being recognized by the Recording Academy solidifies his position as one of the most influential rappers of our time, and his Super Bowl performance contributes to this as well.
Like many iconic artists before him, Kendrick Lamar is following in the footsteps of those who had already earned Grammy wins or nominations prior to their Super Bowl performances, including The Weeknd, Beyoncé, Lady Gaga and Rihanna. These dual milestones not only enhance their music career but also act as significant branding tools. The combination of Grammy wins and a Super Bowl halftime performance creates a cultural moment that transcends music, influencing media coverage, increasing streaming numbers and opening doors to brand partnerships.
For Kendrick Lamar, the timing of his Super Bowl performance is optimal. The halftime show is one of the most-watched television events of the year, offering artists an unparalleled platform to promote their work. He is well aware of the reach this creates for him, which is why we can assume he used this opportunity to tease his upcoming tour with his Super Bowl guest, SZA. This is a smart and strategic move—he will not only amplify the announcement of his tour to his own audience but also tap into SZA’s fanbase and the millions watching the Super Bowl from around the world. This move shows Lamar’s understanding of personal branding and audience engagement.
By aligning his performance with a major announcement, he maximizes exposure and ensures that the momentum from his Grammy wins carries forward. Beyond music, this strategy reinforces his influence in both the industry and pop culture, solidifying his reputation as an artist who can dominate the charts but also masterfully navigates the business of entertainment.