The NFL should have given the entire Super Bowl stage to Kendrick Lamar.
The NFL announced on September 30 an all-star line-up for the Super Bowl LVI halftime show, which happens February 13 in Los Angeles. Dr. Dre, Snoop Dogg, Eminem, and Kendrick Lamar will represent three decades of hip-hop, with Mary J. Blige providing a hip-hop soul flourish. (Covering the news, Yahoo Entertainment said “Dr. Dre, Eminem, Snoop and more lead star-studded 2022 Super Bowl halftime show, thus relegating Mary J. Blige and Kendrick Lamar to “and more” status.)
The announcement showed how far the NFL halftime show has evolved and how far it has to go.
The halftime show come a long way since college marching bands Up with People.
It’s more diverse and sometimes more culturally relevant although not always in ways the NFL expects — such as when Beyoncé, a guest performer for the featured act Coldplay at Super Bowl 50, stole the show by performing her socially and politically charged song “Formation,” which sparked controversy and absolutely slayed.
The NFL likes to think of itself as make-no-waves family entertainment (make of that what you will). And the Super Bowl is a rare event that strives to appeal to a broadly defined global audience in an era of data-driven television narrowcasting. The NFL plays it safe with Super Bowl halftime entertainment — especially after the NFL made the mistake of allowing MTV to produce the Super Bowl XXXVIII halftime show, resulting in the edgy performance by Janet Jackson and Justin Timberlake that introduce “wardrobe malfunction” to our common vocabulary. After that, the NFL circled the wagons and featured safer acts such as Paul McCartney, Bruce Springsteen, Prince (not the younger, out-there Prince who gave us “Dirty Mind”), and the Rolling Stones (not the younger, dangerous Stones). The social gravitas of Beyonce’s “Formation” was the exception that the NFL did not plan on.
But there’s a problem with this approach: the Super Bowl is losing the 18–49 audience, which is crucial to attracting advertisers. Which brings us to the line-up for the 2022 Super Bowl. The NFL is trying to be more culturally relevant by emphasizing hip-hop and diversity in the line-up, but the performers are play-it-safe choices. We’re not going to see the raunchy and dangerous Dr. Dre, Eminem, and Snoop Dogg of the 1990s, but three established brands that appeal to a broad audience (Eminem just opened a restaurant called Mom’s Spaghetti in Detroit). Between the three of them, they could slip in a surprise call-out to their edgier past, but I doubt that will happen. Mary J. Blige, who performed at Super Bowl XXXV and the 2012 Democratic National Convention, is also a safe choice.
Kendrick Lamar, though, is probably the most socially conscious and influential musical artist today. To say that his songs confront American racial injustice is an understatement. His music has become a rallying cry for social and racial justice; indeed, his “Alright” from To Pimp a Butterfly is considered to be the unofficial protest song of Black Lives Matter.
Kendrick Lamar owning that halftime stage would lend street cred to the NFL and attract more of the 18–49 age group. But I really don’t think the NFL wants to see another “Formation,” as exciting as Beyoncé’s performance was. In the NFL’s eyes, Black performers entertaining a global audience is great; Black performers getting political onstage is scary.
And yet . . . the NFL knows it needs to find a way to connect with younger viewers in a multicultural world. So, Kendrick Lamar will perform in an ensemble role. Th NFL is hedging its bet like a fund manager who offsets a higher-risk investment with safer choices.
But with more risk comes more reward — the kind that Kendrick Lamar can deliver. But you never know: if anyone can turn the moment into a breakthrough, Kendrick Lamar can.