Kendrick Lamar’s Super Bowl performance wasn’t just an event – it was a key moment in a larger cultural movement.
The record-breaking viewership, explosive streaming surges and consumer behaviour insights all point to the immense power artists wield when they authentically connect with their audience.
And when it comes to star power, Lamar’s influence is undeniable, says Luminate VP, head of insights, Nick Lanzafame in a weekly email blast from the entertainment data company.
According to the newsletter, fueled by a record-breaking halftime show that drew 133.5 million viewers, Lamar’s ‘Not Like Us’ catapulted back to No. 1 on the Billboard Hot 100 (chart date 2/22/25) following the performance.
The day after the Super Bowl, February 10, ‘Not Like Us’ soared to a 2.3x increase in US on-demand audio streams compared to the day of the big game itself.
“Keep in mind this was also following the gains made when Lamar picked up five GRAMMY Awards the previous week,” Lanzafame writes.
Among all the songs in Lamar’s Super Bowl setlist, ‘All the Stars’, his 2018 collaboration with SZA, stood out in post-game impact after the two performed it together during the Halftime Show.
‘All the Stars’ saw a 2.4x increase in on-demand audio streams on the day after the Super Bowl compared to game day. The track, originally featured on the Black Panther soundtrack, continues to resonate with fans, proving its lasting impact years after its release.
The surge highlights how high-profile performances can reignite interest in an artist’s catalogue, driving significant streaming gains even for older hits.
According to Luminate Insights consumer research data, Lamar’s fans are 32% more likely to tune into a TV show if he’s performing, proving that they will show up regardless of the stage.
The data also shows that 28% are more likely to purchase a product or service he endorses, demonstrating that his reach goes far beyond the stage.
As for the product categories aligning with his fans, they are more likely to be users of food delivery services and purchasers of energy drinks (both having an index of 146 compared to overall US consumers), making these categories prime opportunities for brands seeking to connect with Lamar’s audience.
No wonder Lamar’s Super Bowl has not only been praised by many as a masterful artistic achievement, it also served as a decisive and emphatic exclamation point to a long-running rap beef.
“His impact goes beyond music, potentially influencing everything from brand partnerships to audience engagement strategies,” Lanzafame adds.
“As Lamar has shown, the true measure of success isn’t just chart dominance – it’s the ability to shape culture.”
