With hip-hop icon Kendrick Lamar taking center stage at the Apple Music Super Bowl LIX Halftime Show on February 9 at New Orleans, Apple kicked off the artist's Road to Halftime festivities Monday.
"Throughout his career, Kendrick Lamar hasn't met the cultural moment so much as he's defined it," said Rachel Newman, Apple Music's global head of content and editorial. "He is an artist's artist -- authentic to his core. We couldn't be more thrilled to watch him headline the third Apple Music Super Bowl Halftime Show, in what's sure to be another moment we'll all be talking about for decades."
As Newman noted, the upcoming show stands as Apple Music's third time in a row hosting it. The performance comes after a stellar year for Lamar, who ranked among 2024's top 10 global artists on Apple Music, with his latest album GNX reaching No. 1 in 129 countries. Apple mounted Road to Halftime campaigns for Usher last year and Rihanna the year before. And take note that you can stream the game and halftime festivities at Caesar's Superdome for free on any Apple device.
In the lead-up to the performance, Apple Music is rolling out extensive programming across its platforms. The celebration begins with a press conference on February 6, featuring Lamar in conversation with Apple Music Radio hosts Ebro Darden and Nadeska Alexis. The event will be available across multiple platforms, including Apple Music, Apple Podcasts, YouTube, Facebook, X and NFL Network. Fans can check out Lamar's first-look trailer for his halftime show.
Apple Music Radio will deliver 100 hours of exclusive content from February 6-9, broadcasting from both New Orleans and Los Angeles. The programming includes daily "Live from Super Bowl LIX NOLA" broadcasts highlighting the city's music culture, and "Kendrick Lamar: Hip-Hop's MVP," a special chronicling the artist's career milestones.
And you can also enjoy an Artist Spotlight on Apple Fitness+ focusing workout on Lamar's music.
The company is also leveraging its broader ecosystem to enhance the Super Bowl experience. Apple Maps has introduced detailed 3D landmarks of New Orleans locations, including Caesars Superdome and Cafe Du Monde. Apple News will feature a dedicated Super Bowl LIX hub with comprehensive coverage from national and local sports publishers. Apple Fitness+ is launching a new Artist Spotlight series featuring Lamar's music across various workout types.
Additionally, Apple is strengthening its community involvement in New Orleans through partnerships with the Ellis Marsalis Center for Music and Arts New Orleans' Young Artist Movement program, supporting local education and creativity initiatives.
For fans looking to join the Apple Music platform, new and eligible subscribers can access a limited-time offer of six months of service for $2.99. The streaming service has also integrated with Shazam to provide bonus content, including custom Apple Watch faces and iPhone wallpapers for users who identify Kendrick Lamar songs in the week leading up to the performance.