Kendrick Lamar released a new track, his first since “Not Like Us,” just as the Video Music Awards began on Wednesday evening. The contemplative song debuted amidst the controversy surrounding the announcement four days earlier that Lamar would headline the Super Bowl LIX halftime show.
Although the untitled track has yet to appear on streaming platforms like Spotify and Apple Music, it was shared on Lamar’s social media. The song opens with the line, “I think it’s time to watch the party die,” and transitions into his 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,” culminating in the declaration, “Influencers talk down, because I’m not with the basic shit/But they don’t hate me. They hate the man that I represent.”
Lamar’s lyrics also reference his collaborator Terrace Martin and fellow rapper Lecrae.
On Sunday, the NFL, Roc Nation, and Apple Music announced that Lamar will take the stage at New Orleans’ Caesars Superdome on February 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 stated. “They got the right one.”
In a separate statement, Jay-Z, whose company Roc Nation co-produces the halftime show, praised Lamar as “truly a once-in-a-generation artist and performer.” He noted, “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.”
However, the announcement sparked controversy as artists connected to New Orleans rapper Lil Wayne voiced their discontent on social media, criticizing the NFL’s choice to feature Lamar instead of Wayne.