In what can best be described as a lackluster Super Bowl from a football perspective, most chatter coming out of the big game centered around Kendrick Lamar’s historic halftime performance. Praised by many as a masterful artistic achievement, it also served as a decisive and emphatic exclamation point to a long-running rap beef. And when it comes to star power, Lamar’s influence is undeniable — according to Luminate Insights, his 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.
Fueled by a record-breaking halftime show (drawing 133.5 million viewers¹), 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 U.S. 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.
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 catalog, driving significant streaming gains even for older hits.
According to Luminate Insights consumer research data, Lamar’s fans are 28% 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 U.S. consumers), making these categories prime opportunities for brands seeking to connect with Lamar’s audience.
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 behavior insights all point to the immense power artists wield when they authentically connect with their audience. His impact goes beyond music, potentially influencing everything from brand partnerships to audience engagement strategies. As Lamar has shown, the true measure of success isn’t just chart dominance — it’s the ability to shape culture.
SOURCE:
¹ Super Bowl 2025 Hits 127.7 Million Viewers, Most-Watched Ever
Luminate Music Consumption Data and Insights Data
