The rapper dropped the contemplative new track just days after the NFL announced Lamar as the headliner for the Super Bowl LIX halftime show
Kendrick Lamar performs at Governors Ball on June 11, 2023 in NYC.
Kendrick Lamar delivered his latest track — his first since releasing “Not Like Us” — just as the Video Music Awards kicked off on Wednesday evening. The ruminative new song also arrived amid the controversy surrounding the announcement four days prior that he would be headlining the Super Bowl LIX halftime show.
While not yet on streaming services Spotify and Apple Music, the untitled track was dropped on Lamar’s social media and hears him opening with the statement: “I think it’s time to watch the party die.” Soon, Lamar launches into the first verse: “If they can’t see the future first, why argue with these clowns?/If the circus is well at work, just walk that man down/That’ll do. Everyone is solid/It’s love, but tough love sometimes gotta result in violence,” before declaring: “Influencers talk down, because I’m not with the basic shit/But they don’t hate me. They hate the man that I represent.”
The song also includes references to Lamar’s collaborator Terrace Martin and rapper Lecrae.
On Sunday, the NFL, Roc Nation, and Apple Music revealed that Lamar will take midfield at New Orleans’ Caesars Superdome on Feb. 9, 2025, for the Apple Music Super Bowl Halftime Show.
“Rap music is still the most impactful genre to date. And I’ll be there to remind the world why,” Lamar said in a statement. “They got the right one.”
In a separate statement, Jay-Z, whose Roc Nation co-produces the halftime show, called the artist a “truly a once-in-a-generation artist and performer.” Jay-Z added, “His deep love for hip-hop and culture informs his artistic vision. He has an unparalleled ability to define and influence culture globally. Kendrick’s work transcends music, and his impact will be felt for years to come.”
The announcement soon courted controversy, however, as artists close to New Orleans native Lil Wayne took to social media to criticize the NFL’s decision to have Lamar headline the halftime show, as opposed to Wayne.
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