Rapper Kendrick Lamar's Super Bowl halftime show has been discussed by many, as a powerful commentary on American identity and cultural expression. From Newsweek to Buzzfeed, writers and fans have described it as a masterclass in using performance as a vehicle for communication and social commentary. In my view, this performance was a powerful demonstration of how music, when combined with intentional visuals and storytelling, has the power to provoke thought, inspire dialogue and challenge the status quo.
Beyond entertainment and as I see it, Lamar’s performance served as an illustrative example for communicators and PR professionals on how to craft messages that resonate. He leveraged every element of the platform to make a statement, demonstrating how a brand or public figure's voice can be used not just for visibility but to spark conversations, influence culture, and drive societal change.
The Elements
Lamar incorporated various visual and symbolic elements to enhance his message. The stage design, which initially resembled a game console controller, has been interpreted as a commentary on control, power dynamics, and the "games" that dictate narratives, such as in this piece in Collider. The public interpretations suggest that Lamar was not merely performing, but actively "playing" with and challenging these systems.
One notable visual detail was his jacket, which featured the word "Gloria." According to multiple interpretations including the holy grail of fashion, Vogue, "Gloria" is both a reference to the Spanish word for "glory" and the name of one of his songs, which is thought to symbolize his muse and his creative process. If this interpretation is accurate, it underscores themes of triumph and resilience amid adversity.
Lamar's choreography also conveyed a deeper narrative for me. In a particularly striking moment, dancers formed an American flag with Lamar standing in the middle.
Some observers, including The Hollywood Reporter, viewed this as a statement on the complex relationship between patriotism and the lived experiences of marginalized communities.
“At a point, they grouped to form an American flag, their backs turned toward each other with Lamar there in the middle. America’s stubborn division was reflected at the nation on the largest stage possible,” wrote THR reporter Kevin Dolak.
The Disruption
Actor Samuel L. Jackson’s role in introducing Lamar created a significant moment. Dressed as Uncle Sam, Jackson’s presence was not just theatrical; to me, it appeared to frame the performance within the context of American history and identity. His interjections, in which he described Lamar as "too loud, too reckless, too ghetto," have been analyzed as a critique of societal perceptions of Black expression, and how mainstream culture often seeks to silence or sanitize it as illustrated in The Hill.
Lamar himself opened his performance with the line: "The revolution 'bout to be televised. You picked the right time, but the wrong guy." This appears to be a deliberate reference to Gil Scott-Heron’s 1971 poem about Black liberation. Given the timing and political climate, some, including pundits at The Hill have suggested that the line was meant as a direct challenge to President Donald Trump and all that he represents.
In my view, each song Lamar performed was carefully selected to fit within his overarching message. "DNA." explored themes of identity and heritage, while "HUMBLE." has been interpreted as both a personal reflection and a broader social critique of ego and power structures.
By structuring his set in a way that built a narrative arc, Lamar reinforced his thematic messaging, ensuring that every moment contributed to a larger socio-political discourse.
Actionable Takeaways for PR Professionals:
1. Narrative Control
Frame your message intentionally. Lamar used Jackson's interjections as a narrative device to critique societal norms. Similarly, brands can anticipate potential criticisms and address them creatively within their messaging.
2. Integrated Storytelling
Ensure that every element of communication—visuals, words, and actions—aligns with a core message. A cohesive strategy strengthens impact and makes messaging more memorable.
3. Bold Authenticity
Don't shy away from bold statements. Authenticity resonates more deeply than sanitized messaging, particularly when addressing complex issues. Lamar's willingness to take risks made his performance stand out.
4. Visual Impact
Invest in strong visual storytelling. Design elements, wardrobe, and staging can significantly amplify your message. These aspects engage audiences and enhance the emotional resonance of your narrative.
5. Immersive Messaging
Create experiences where visuals, sound, language, and setting work cohesively. A holistic approach deepens engagement and ensures that your message resonates on multiple sensory levels.
6. Leveraging Symbolism
Use symbolic elements in campaigns to create deeper emotional connections with audiences. Well-placed symbols evoke thought and lasting impressions.
7. Cultural Relevance
When possible, tap into current cultural conversations. This fosters engagement and positions your brand as conscious and responsive to societal shifts.
Lamar’s halftime show was more than just entertainment—it was a lesson in the power of performance communication. By carefully crafting his narrative through multiple layers of messaging, he created an experience that sparked discussion, inspired reflection, and reinforced his artistic identity. For PR professionals, his approach offers valuable insights into how storytelling, symbolism and bold authenticity can be leveraged to create impactful communication strategies.
Selina Rashid Khan is CEO & Founder, Lotus Client Management & Public Relations