This article is written by farahthoughts, via Medium.
The Super Bowl halftime show is usually an opportunity for big and loud performances such as the use of fireworks, laser shows, and over-the-top performances. But if you know Kendrick Lamar that’s just not his style. The 37-year-old Los Angeles rapper prefers to do subtle yet intellect, and unforgettable performances. As a Malaysian, the NFL Super Bowl hasn’t historically garnered much attention aside from its star-studded performances. So, what exactly is the NFL Super Bowl?
“Is it like the World Cup?”
Well… to Americans, it is their World Cup except it revolves around an American sport called “football” (no, not the football the rest of the world refers to). According to Bob Carroll, the NFL Super Bowl is the championship game of the National Football League, played annually in different cities. While it’s not widely followed outside the U.S., this year’s Super Bowl, hosted in Philadelphia, drew an average audience of 127.7 million viewers.
Kendrick Lamar’s Super Bowl halftime performance had an average of 133.5 million.
Which becomes the most-watched Super Bowl halftime on record.
But you might be wondering,
“Hey Farah, why are you a Malaysian girl who lives thousands of kilometers away (15,069.77 km to be exact), who has never stepped foot in America, is so fixated on this performance?”
Growing Up with Music
I grew up surrounded by a variety of music genres. My dad, was a percussionist in the booming Malaysian music scene of the 1980s, toured with legends like Sheila Majid, KRU, and Zainal Abidin. His influence exposed me to R&B, jazz, soul, pop and rock.
One distinct memory from my preteen years stands out: my brother introduced me to Kendrick’s second album, Good Kid, M.A.A.D City, during a car ride. At the time, my English wasn’t strong enough to grasp the full depth of his lyrics, nor did I fully understand the cultural slang and references. But the album opened my world to hip-hop, leading me to discover artists like MF DOOM, Wale, Lauryn Hill, Erykah Badu and Mac Miller.
Perception of Hip Hop
Even today, hip-hop remains misunderstood. As a genre rooted in Black American culture, many view it as vulgar or explicit. Yet, ironically, these same people love Black culture’s influence on music, fashion, dance, and language (AAVE), nitpicking aspects they find appealing while disregarding its deeper significance.
The struggle of Black Americans from slavery and segregation to wealth disparity has deeply shaped hip-hop. Yet, why do so many choose to ignore its origins? Yes, some rap lyrics are explicit, but how is pop any different? Is it because pop music is more digestible, with catchy melodies distracting from its content?
Why Kendrick Lamar?
In his recent speech at the 2025 Grammy Award, he said “nothing is more powerful than rap music. We are the culture. It’s gonna always stay here and live forever.”
Culture.
As a Malaysian, I understand the importance of culture, it’s somewhat ingrained in us. We Malaysians have a responsibility to uphold traditions that serve as a reminder of our history. Our ancestors endured colonization by the Portuguese, Dutch, British, and Japanese for centuries, and culture is what keeps their legacy alive.
For Kendrick, music is a vessel for his art. From Section 80, How To Pimp A Butterfly, Good Kid, Mad City to Mr. Morale & The Big Steppers and now GNX his music highlights the hardships of Black Americans while reflecting on his personal experiences growing up in Compton. He critiques systemic racism in America and has stated, “99% of my music is about specific events.” Despite his rise to fame, Kendrick has never abandoned his cultural roots in fact his art is fueled by it.
But what is growth without suffering? Kendrick suffers from depression, PTSD, and anxiety due to his childhood revolving on gangs and gun violence his experience is an example of many youths who grew up in similar circumstances. In an interview with Harper’s Bazaar, he reflected on the power of vulnerability in self-growth. “If I understood the power of vulnerability earlier, I could have had more depth and more reach to the guys that were around me in the neighborhood coming up.”
On April 16th 2018, Kendrick was awarded the Pulitzer Award for his 2017 album, “Damn”.
Kendrick was the first rapper outside the genre of classic and blues to win the Pulitzer Award.
This award is monumental for Kendrick’s career and an inspiration for many rappers as this award is a sign of the American cultural elite’s recognizing hip-hop as a legitimate artistic medium.
To Kendrick, music is a vessel for him to convey his art.
Why Kendrick’s Super Bowl Performance Was More Than Just Music
Samuel L. Jackson as Uncle Sam
The performance began by revealing the stage layout, designed to resemble a PlayStation controller which shows a clear message to the audience that this was a “game.” Samuel L. Jackson then appeared, greeting the crowd and introducing himself as Uncle Sam.
Wait. Who is Uncle Sam?
Uncle Sam was a piece of wartime propaganda used during World War I to recruit soldiers into the military. Over time, he became a widely recognized symbol representing the U.S. government, an embodiment of authority and control, the very forces Kendrick Lamar has long challenged in his music.
Why was it significant that a Black man was cast as Uncle Sam?
Samuel L. Jackson took the stage as a satirical Uncle Sam, spending the entire set watching Lamar’s every move, warning him not to be “too loud, too reckless, too ghetto.”
His character represented the expectations placed on Super Bowl halftime performers, to deliver a vibrant and patriotic show. By contrast, Kendrick Lamar’s performance was deliberately subtle and thought-provoking. Samuel L. Jackson’s portrayal of Uncle Sam also symbolized the internal struggle of Black American individuals who feel pressured to conform to societal expectations in order to succeed. It’s also worth noting that Samuel L. Jackson has a long history of political activism, even serving as an usher at Martin Luther King Jr.’s funeral. His involvement further highlights the deeper message Kendrick was conveying.
Throughout the 13-minute performance, Uncle Sam served as a constant reminder of what a Super Bowl halftime performer is “supposed” to be, reinforcing the contrast between mainstream expectations and Kendrick Lamar’s artistic vision.
“No, no, too loud, too reckless, too ghetto, Mr. Lamar, do you really know how to play the game? Then tighten up!”
Uncle Sam is challenging and attempting to “humble” Kendrick Lamar’s performance, implying that his music isn’t appropriate for a stage like the Super Bowl. His words aren’t just directed at Lamar they’re also aimed at his dancers, a group of Black dancers forming a fragmented American flag. This imagery reinforces the idea of Black people being told to “know their place.” However, instead of conforming to Uncle Sam’s expectations, Lamar continues to deliver his message unapologetically.
“I see you brought your homeboys with you, the old culture cheat code. Scorekeeper, deduct one life.”
In this context, the “game” isn’t just a metaphor. It reflects a reality where Black lives are systematically diminished. The government, like a scorekeeper, penalizes Black people for stepping out of line. When they become too “rowdy,” too outspoken, or too resistant, lives are quite literally deducted. This parallels the fate of Black American activists like Martin Luther King Jr. and Malcolm X, who were both deemed threats for their defiance.
Another, lesser-known example is the 1985 police bombing of the MOVE organization, a Black liberation group in Philadelphia. Eleven people were killed, including five children and the group’s founder. This tragedy exemplifies how, in this so-called “game,” the price for playing by their own rules isn’t just a penalty, it’s their very lives.
“That’s what I am talking about, that’s what America wants, nice and calm!”
Journalist Joy-Ann Reid once wrote, “Being Black means constantly rendering yourself unthreatening to white people.” In America, whiteness assumes ownership of public spaces, while Black people exist under constant scrutiny. They are watched by their white neighbors, white colleagues, and white friends, expected to be “nice” to avoid being seen as a threat. In some cases, they are even pressured to be the butt of the joke, distancing themselves from the stereotype of being “too Black” just to make others comfortable.
Symbolism
Divided American Flag
During the performance of HUMBLE., an all-Black group of male dancers used their bodies to form an American flag. Kendrick stood at the center, visibly splitting them — making a powerful statement about the nation’s deep divisions. He addressed the audience directly, declaring, “The revolution is about to be televised. You picked the right time, but the wrong guy.” The moment carried even more weight with Donald Trump present at the Super Bowl.
Kendrick is a master of symbolism. This wasn’t just a performance, It was a layered, unapologetic act of defiance, a direct shot at the ugliest parts of U.S. history, Trump, and anyone trying to erase Black culture. Instead of outright insulting Trump, he made a powerful silent statement: America was built on the backs of Black Americans, and their culture will not be erased.
“40 acres and a mule…”
Before launching into Not Like Us, Kendrick included the lyric:
“40 acres and a mule, this is bigger than the music, they tried to rig the game, but you can’t fake influence.”
Some interpreted this as a shot at Drake amid their ongoing rap feud, but the message was far bigger. But in this context, The phrase “40 acres and a mule” traces back to the aftermath of the Civil War. It was meant to be a form of reparations, a promise that formerly enslaved Black Americans would receive land to help them build independent lives after centuries of oppression. This plan, known as Special Field Order №15, was issued by Union General William Tecumseh Sherman and would have redistributed Confederate land to freed Black families.
But that promise was never kept. After President Abraham Lincoln’s assassination, his successor Andrew Johnson did the opposite of the order and gave back the land back to its former Confederate owners. This betrayal didn’t just deny Black Americans the resources to establish generational wealth, it ingrained racial and economic inequalities that still exist today.
By referencing “40 acres and a mule,” Kendrick Lamar is calling attention to this historic injustice, using it as a symbol of how the U.S. government has continually failed Black Americans. It’s more than just a lyric it’s a reminder of promises broken and the ongoing fight for justice.
An Art Performance?
Absolutely.
As a Kendrick fan, I never expected him to treat this as just another halftime show, full of flashy dance breaks and crowd-pleasing hits. That’s just not who Kendrick is. From Section.80 to Mr. Morale & The Big Steppers, he has always been a storyteller, an artist who uses his platform to preserve Black culture and challenge America’s perception of itself.
The Super Bowl was his opportunity to tell a story, and he did just that.
Kendrick created a piece of art, so instead of complaining about the performance because it wasn’t a typical high-energy spectacle, we should appreciate its layers of meaning.
The Eagles won. The Chiefs lost.
But that night belonged to Kendrick Lamar.
(This article is written by farahthoughts, via Medium. Read the article here.)
Watch Kendrick Lamar’s performance here:
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