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Lil Durk delayed his Deep Thoughts albumsince being arrested by U.S. Marshals in Florida on conspiracy, murder-for-hire and firearms charges in October, but the project finally has a release date.
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Durk released a trailer on Monday (March 17), announcing that his Deep Thoughts LP will arrive on March 28 as he remains behind bars without bond. The clip gives fans a look into his creative process as members of the OTF crew communicate with him on calls and run through songs making the tracklist’s cut.
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“I like the energy [of] what y’all are putting together,” Durk said. “Even the list of songs you sent me is good so I know y’all putting better changes on that s–t. I know it gon’ be bigger and better.”
Prior to being arrested, Durk heated up in the second half of 2024 with singles such as “Monitoring Me” and “Turn Up a Notch,” as well as “Opportunist” and “Late Checkout” with Hunxho. He even appeared on Central Cee’s Can’t Rush Greatness standout “Truth in the Lies” to kick off 2025.
Durk — born Durk Banks — was booked into Broward County jail following his arrest on Oct. 26. Los Angeles federal prosecutors unsealed an indictment accusing OTF crew members — allegedly at Durk’s discretion — of a 2022 shooting in Los Angeles targeting Quando Rondo, which led to Rondo’s distant cousin Lul Pab (Saviay’a Robinson) being killed.
Police believe targeting Quando Rondo came in retaliation to Durk’s childhood friend King Von’s murder in 2020 following an altercation between Von (Dayvon Bennett) and Rondo’s crews outside an Atlanta hookah lounge.
“After the [2020] murder, Co-Conspirator 1 made clear, in coded language, that Co-Conspirator 1 would pay a bounty or monetary reward, and/or make payment to anyone who took part in killing T.B. for his role in D.B.’s murder,” prosecutors wrote while using Rondo and Von’s initials.
Prosecutors continued: “Banks put a monetary bounty out for an individual with whom Banks was feuding named T.B. Banks ordered T.B.’s murder and the hitmen used Banks and OTF-related finances to carry out the murder.”
Durk has denied the allegations and pleaded not guilty to all of the charges. He’s remained behind bars without bond and will head to trial on Oct. 14.
The Chicago native’s last studio album, Almost Healed, arrived in 2023. The project debuted at No. 3 on the Billboard 200 and included hits such as the multiplatinum “All My Life” featuring J. Cole, which reached No. 2 on the Billboard Hot 100.
Machine Gun Kelly pays rocking tribute to one of his best friends, late Australian snowboarder Luke “The Dingo” Trembath in the new video for “Your Name Forever.” The Sam Cahill-directed clip features MGK performing the high-adrenaline rap-rock tune on a rooftop overlooking the Hollywood Hills interspersed with footage of Trembath’s many friends in the music and extreme sports world gathered in front of a massive portrait of the beloved powder rider painted by muralist Royyal Dog.
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“I never thought the last time I’d seen you would be the last time I’d seen you/ I hopped on the bike that you gave me the day I rode to nowhere, hoping that I’d reach you/ The last argument that we had, I said things I shouldn’t have/ I hurt you and I didn’t mean to/ Your coat’s on the chair in my house right now,” MGK sings urgently on the high-octane tune that features background vocals from Avenged Sevenfold’s M. Shadows, Bring Me the Horizon’s Oli Sykes, Mod Sun and lead guitar from A7X Synyster Gates, who were all friends of Dingo’s as well.
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“i’ma miss you brother. 😞💔🕊️ i hope this song honors your epic legacy. none of this will be the same without you,” MGK wrote on Instagram on Tuesday (March 18). In an earlier reel last week featuring pictures of the old friends from over the years, Kelly wrote, “crazy…i didn’t even cry this hard when my dad died. 💔😞🕊️ i’ve lost a lot of friends, but i’ve never lost a brother. we’ll never get another Dingo on this planet. a true rockstar without ever needing to make a song, the most loyal, loud, charismatic, funny, and annoying human i’ve ever had the honor of knowing.”
He added, “i’ll miss your epic toasts, i’ll miss dapping you up and my hand hurting everytime because you had some odd amount of Australian strength goin on, i’ll miss your bellyflops, i’ll miss watching you walk through the door and lifting the energy of every pivotal event in my adult life, i’ll miss you pissing me off, but most of all i’ll miss your laugh. you were the glue between all of us,” before alluding to the difficulty of thinking about a world without his pal as the singer awaits the birth of his first child with ex-Megan Fox. “i feel like your up there with my new child, dressed up in a hilarious costume making them laugh, getting ready to send them down. i couldn’t ask for a more bittersweet birth blessing,” MGK wrote.
The video features years of footage of loud and brash party-bringer Dingo hanging backstage and goofing around with MGK, as well as a party of black-clad mourners releasing doves in his honor at the mural dedicdation; sponsor Monster Energy confirmed on Feb. 28 that Trembath died at age 38, with no cause of death revealed so far.
“Tell me, did you know it was time to say goodbye?/ Tell me, did the heavens align where angels fly?” MGK sings on the chorus. “What happens, what happens when you kiss the sky?/ Tell me, did you know it was time to say goodbye?”
The clip ends with an extended cut Dingo hanging with MGK over the years, sharing laughs and silly moments backstage, including one in which the rapper/rocker bursts into tears and wonders, “I literally feel like we had the same conversation last year. In this same spot. Are we going to grow up and be doing this when we’re 50?”
Watch the “Your Name Forever” video below.
Ja Rule’s decades-long feud with 50 Cent will seemingly never die, but Ja believes there could’ve been a different outcome had the internet and social media been more prevalent in the early 2000s.
The Murder Inc. rapper pulled up to Hot 97 on Monday (March 17) to discuss myriad topics, including Irv Gotti’s death and the Drake–Kendrick Lamar feud, which led to him recalling beef of his own, such as clashing with 50.
“I kind of wish I had the internet when I had my beef going on,” Ja said. “They would’ve seen things in real time, you know what I’m saying? They would’ve seen who this guy is in real time and then then it would have been a different outlook on what this is. You would’ve been like, ‘Oh, now I get it. This guy’s a f—ing fraud.’ You don’t get a chance to see that, feel that.”
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He continued: “Nowadays, with the internet, sometimes you get to feel too much. With the Drake and the Kendrick beef, you got these guys that break down the whole f—ing battle lyric for lyric for lyric. I don’t know if this is good or battle … We just live in a different time right now.”
Billboard has reached out to 50 Cent for comment.
Ja Rule went on to say that “people didn’t want to see Drake win” anymore after being on top for so long. He related it to sports, with NFL fans being tired of Patrick Mahomes and the Kansas City Chiefs winning three Super Bowls in five years. “Kendrick makes a hot record and everybody jumps on it,” he said.
“Drake’s in a position right now, and I know this position well. He’s in a position where two plus two is adding up to seven, and he just doesn’t understand it,” Rule added. “He’s like, ‘How can I be the hottest motherf—er for 10 years and now everybody wants me to lose?’ He’s not understanding the dynamic of that.”
He went on to claim: “Drake could go and make a thousand f—ing dope records right now. People are rejecting his deposit. So that’s what he’s going through right now. But if he was an athlete, and you go put up f–king 55 — you gonna put up 60 points in the night, I can’t deny that, man.”
Ja Rule’s overarching advice to rappers? “Stay out of beef,” he said, before going back to his 50 feud. “I don’t give a f–k what happened. I’m a real one, you know what I’m saying? I don’t think about that s–t, it don’t bother me.”
Watch the full interview below. Ja speaks on his feud with 50 as well as Drake and Kendrick shortly after the 43-minute mark.
There was once a time when Playboi Carti made Ye’s (formerly Kanye West) list of rappers who never crossed him, but that doesn’t appear to be the case any longer.
The embattled rapper went on an extended X tirade targeting Carti and many of his collaborators and superstar peers throughout hip-hop early Tuesday (March 18).
He initially voiced his issue with Carti (born Jordan Carter) allegedly taking him off his Music album, and felt the “All Red” artist crossed the line when requesting vocals from West’s daughter North after Kim Kardashian posted the project to her Instagram Story.
“I DECIDED NORTH WONT BE DOING ANY SONGS WITH CARTI HOW IT LOOK FOR ME TO GET LEFT OFF THE ALBUM AND THEN HE ASK KIM TO HAVE VOCALS FROM MY DAUGHTER,” Ye wrote. “I DONT A F–K ABOUT NONE OF THIS INDUSTRY SHIT AND HOW ITS A SKIMS LINE IN THE FIRST PLACE AND I DONT GIVE A F–K WHAT NO COMMENTS THE MAN HAS THE FIRST AND FINAL SAY OVER HIS KIDS.”
Ye flipped the script on Carti while using the Atlanta rapper’s ex Iggy Azalea and brought the “Magnolia” musician’s son, Onyx, into the mix.
“HEY IGGG AZALEA I NEED TO GET ONYX VOCALS ON MY SONG THATS MY NEPHEW OH AND IMA RAP ABOUT ONE OF YOUR BUSINESSES THE F–k,” he added. “I HELD MY TONGUE ABOUT MOT BEING ON CARTI ALBUM HIM GOING TO MY EX TO ASK MY DAUGHTER TO BE ON A SONG 2 DAYS LATER WAS TOO FAR NOBODY FINNA PLAY WITH ME.”
Azalea got wind of Ye’s remarks and fired back in her child’s defense. “Ye, I understand the point you want to make. I say this with kindness & as a mother: Please, leave my child out of this. At the end of the day, Jordan has other children (less famous… Does it matter?) but it seems only my son gets harassed in perpetuity about or on behalf of a man he has no relationship with,” she wrote on X. “Does he read it? No. Hes a child. But it creates a digital legacy & an odd (s—-y) situation for him to one day discover & endure in perpetuity from strangers online. Can I please have some peace?”
The embattled Chicago artist turned his focus elsewhere and claimed he actually “HAAAAAATED” Kendrick Lamar’s “Not Like Us” Drake diss.
He continued to go after Pusha T and Ty Dolla $ign. “NOBODY GET A PASS I WAS A PART OF SO MANY OF THESE NIGGAS SUCCESS AND A LOT OF N—-S,” he ranted, blaming to his antisemitic hate speech — for which he’s been roundly condemned — as the reason for his peers pulling away. “PUSHA TALKING ABOUT HE DONT AGREE WITH MY POLITICAL OPINIONS BRO I HATE ALL THESE N—-S THATBIVE SAT AND CHOPPED SOMGS FOR TY AINT HAVE TO USE THE TERM HATE SPEECH EVERY NIGGA IN THE INDUSTRY IS A SLAVE TO THIS F—-T A– JEWISH INDUSTRY EVERRRYYYYY ONE DO YOUR F–KING DISS SONGS OR PULL UP.”
West also posted photos hugging Kid Cudi, Playboi Carti, Travis Scott and Virgil Abloh while saying they turned their backs on him after his hate speech.
He went on to target Tyler, the Creator, saying he’s never made a “memorable song” and called out Future and Metro Boomin after they allegedly called him to hop on the “Like That” remix only to dead him afterward.
“THIS N—A HAS NEVER MADE A MEMORABLE SONG HES LIKE IF AN ARTIST CHECKED EVERY BOX OTHER THAN HAVING ANY GOOD VERSES OR SONGS AND HIS LAST ALBUM RIPPED OFF MY WHOLE LANGUAGE,” he wrote about his “Smuckers” collaborator.
Billboard has reached out to reps for Future, Pusha T, Ty Dolla $ign, Playboi Carti, Kendrick Lamar, Travis Scott and Tyler, the Creator for comment.
Over the weekend, Ye released a song titled “Lonely Roads Still Go to Sunshine,” which appears to feature Diddy and North. Kardashian had reportedly trademarked their daughter’s name in a legal tactic to block the track’s release.
Appearing on producer Zoomo’s album Absolution, released in October of 2024, the music video for “Good Orderly Direction” featuring Navy Blue is finally here.
Directed by Paul Merelle, the visuals are just as soulful as the beats and the bars as Zoomo and Navy find themselves taking in the sights and sounds of Central Park on what looks like a damp, autumn day.
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With the beat switch in the middle, “Good Orderly Direction” is essentially two songs with the West Coast rapper doing what he does best by getting introspective. He starts off the first verse telling the listener to chill out a bit, rapping, “Alone on a path tryna get the thoughts freed up/I’m goin’ in the game 4-3 up/If you movin’ through this life on the gas, better ease up/Jesus Christ on the cross, gotta bleed/River full of fish, be weary of the greed/Solve our problems with a spliff, every young brotha’ need love.”
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He then ends the with, “It only gets harder as you go/You alive, and that’s the sacred part of how you grow,” reminding us to keep on keeping on because life is a garden, dig it?
On the second verse, after the beat switches a bit, Navy Blue talks about the beauty in facing your anxieties as he stands in the middle of Central Park’s Naumburg Bandshell. “Even when I’m hurt, I’ma smile,” he raps. “I done learned just to love me a bit/Fear stacked, I was perched on a pile/Down bad, I can gladly admit/Imperfect, I’m searching aloud/Loose garment, I can’t wear a shroud/And this sack bring a brother closer to God.”
In case you’re not familiar with Zoomo, he’s a producer out of North Carolina who’s down with YL and Starker’s NYC collective RRR and has been bringing the feeling back with beat tapes — a medium in hip-hop that has become a rare occurrence these days — his most recent project Absolution features instrumentals and includes features from Navy, Da$H, AKTHESAVIOR, YL, Starker, Wiki, ANKHLEJOHN, Aasir, VIP Skylark, Goya Gumbani, and Papo2oo4.
You can check out the video below.
Playboi Carti showed some love to Kim Kardashian‘sSkims on his new Music album, and the shapewear brand shout-out made it onto the reality mogul’s radar. Kardashian returned the favor by reposting Carti’s “Fine Sh–” lyrics to her Instagram Story on Monday (March 17). “I bought that h- a lot of clothes, but she love her […]
Rolling Loud California day 2 was full of hot performances from Playboi Carti, The Weeknd and more! Keep watching to see everything you missed on day 2! What did you think of Rolling Loud day 2? Let us know in the comments below! Matt Zingler: I’ve heard some things, and there’s definitely a few really […]
While Diddy and Mase had a turbulent relationship throughout his Bad Boy tenure and beyond, the Harlem rapper says he would be open to visiting the disgraced hip-hop mogul in jail.
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Mase and Cam’ron paid tribute to The Notorious B.I.G.’s mother, Voletta Wallace, during Monday’s (March 17) episode of It Is What It Is, and Cam brought up the rumors of Mase sitting with Diddy’s son, Christian Combs, during last week’s funeral for Wallace.
“I think we looked at each other. I don’t think he saw me, I would have said what’s up,” Mase said. “I mean, if my name was on the list I’d go visit Puff. I would visit him, make sure he was good.”
Even though they’re not on great terms, Mase said he remains thankful to Diddy for giving him a shot in the music world and helping springboard his career. “These are the times when you need people to check up and make sure you’re good,” he added. “He didn’t do all bad, he did some good. I ain’t talking about the tape stuff and all of that, I’m talking about the musical side. Giving me an opportunity, I think as a person of class you definitely got to show up and sit somewhere in the court if they let you.”
Mase said that he doesn’t know if Diddy’s innocent or not, but made sure to clarify that he’s not condoning any of the sexual abuse allegations that are being levied against Diddy. “If they throw my name on the list, I think right now will be a perfect time for me and him to have a conversation,” he continued.
Earlier in March, Mase revealed that he’s planning to release a “triple CD” worth of music during Diddy’s upcoming trial, which is slated to begin on May 12. “The first day of the Diddy trial. We’re dropping,” he said of the album. “You like that? You made me put it out there. I wasn’t going to put that out there, but Mo, you made me.”
Diddy pleaded not guilty on Friday (March 14) to another version of his indictment, charging him with two decades-worth of sex trafficking crimes. Combs has been denied bail and will remain inside Brooklyn’s Metropolitan Correctional Center until his trial in May. He was arrested on sex trafficking and racketeering charges in September.
Watch the episode below.
If the “I am music” tag isn’t playing on a loop in your head, clearly you missed one of the year’s buzziest album drops over the weekend. In the wee hours of Friday morning (March 14), Playboi Carti finally unveiled his highly anticipated third studio album, Music, after five years of seemingly endless teases, standalone singles, guest appearances, and festival performances. Shortly after its release, the Atlanta rapper’s new LP became Spotify‘s most-streamed album in a single day in 2025 so far. Needless to say, Carti is on top right now.
Outside of King Vamp staking a strong claim to the rap throne, Ye delivered yet another head-scratcher of a moment when he dropped a new song via X on Saturday (March 15). Titled “Lonely Roads Still Go to Sunshine,” the new track apparently features vocals from Diddy and North West, much to the chagrin of her mother (and Ye’s ex-wife) Kim Kardashian.
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On the legal side, UMG filed a scathing motion to dismiss Drake‘s lawsuit over Kendrick Lamar‘s “Not Like Us” on Monday (March 17). The motion reads that Drake “lost a rap battle that he provoked and in which he willingly participated. Instead of accepting the loss like the unbothered rap artist he often claims to be, he has sued his own record label in a misguided attempt to salve his wounds. Plaintiff’s Complaint is utterly without merit and should be dismissed with prejudice.”
The new filing comes the same day Lamar’s SZA-assisted “Luther” enjoys a fourth week atop the Hot 100, the longest-running chart-topper for both artists.
With Fresh Picks, Billboard aims to highlight some of the best and most interesting new sounds across R&B and hip-hop — from Lil Nas X’s new Neptunes-esque banger to JayDon’s ode to ’00s R&B. Be sure to check out this week’s Fresh Picks in our Spotify playlist below.
Freshest Find: Rexx Life Raj feat. Mick Jenkins & BLK ODDYSY, “Take Me to the Sunlight”
“Sometimes I write and start to follow my feelings/ Could play the victim but these views will make me a realist/ I’m a Black man but still I understand I got privilege/ Bro, look at Rafah, where Israelis dropping bombs on a village,” Rexx spits to kick off the first verse of his poignant new collaboration with Chi-Town MC Mick Jenkins and Austin-based act BLK ODYSSY. Starting a song with a commentary on the intricacies of positionality and privilege between people of color is already ambitious, but “Take Me to the Sunlight” assembles three artists who are unwaveringly committed to that lyrical exercise. Over a simple, pensive beat, Rexx and Mick deliver verses that temper political commentary with relatable, personal narratives, while BLK ODYSSEY delivers a haunting hook. “Where is heaven for the ones who look like me?/ Tryna believe in something that I can’t see/ Take me to the sunlight,” he coos. — KYLE DENIS
V Don & Boldy James, “Split the Bill”
I know Boldy has been flooding the market over the last year or so, but I can’t ignore him linking up with the criminally underrated V Don who makes some of the hardest beats out. You can say Boldy’s subject matter is repetitive, but that’s like saying you get tired of Pusha’s coke raps, or Picasso’s Cubism era. There aren’t too many rappers that spit as effortlessly as the Detroit and when you couple him with a producer like V Don, you can expect high-quality rap music like the lead single from their upcoming tape Alphabet Highway. — ANGEL DIAZ
Aminé, “Familiar”
Aminé isn’t going to be told what to create. He’s always going to be a trailblazer — and that’s not only because he’s from Portland. It’s nearly springtime, so the 30-year-old is out of hibernation and has a new album on the way. Aminé taps into some of his toxicity while exploring more of an electro-pop sound on “Familiar.” The rapper grapples with the internal tug-of-war of knowing he has to let a former flame go, but there’s a part of him refusing to come to grips with the reality. It’s a strong single to kick off his rollout, and we only wish the sub-two-minute sprint had more distance before crossing the finish line. — MICHAEL SAPONARA
Jazlyn Martin & TheARTI$t, “Have It Your Way”
Jazlyn Martin is kicking off 2025 with “Have It Your Way,” a soulful duet featuring The ARTI$T that dives deep into themes of love, trust and devotion. The smooth, heartfelt track captures the essence of surrendering to love — letting go, following each other’s lead and embracing the emotional depth of a committed relationship. Martin’s verses glow with admiration, as she describes her partner as her guiding force, someone she trusts completely. The ARTI$T counters with raw vulnerability, admitting that while opening up isn’t easy, their partner provides the reassurance they need. “Have It Your Way” is a soulful declaration of selfless love, proving that sometimes, the strongest connections come from simply letting go. — CHRISTOPHER CLAXTON
Zyah Belle feat. Ben Reilly, “About Time”
Between Madness’ pulsating synths and snares, Zyah Belle’s flirtatious timbre, and the song’s general focus on finally making your move after a heated night on the town, “About Time” is tailor-made for summer rooftop functions — and they can’t come soon enough. Canadian rapper Ben Reilly effortlessly rides the beat, making for a welcome male counterpart to the perspective Zyah presents throughout the sultry track. — K.D.
Diany Dior, “Thick”
Diany Dior is an emerging rapper hailing from The Bronx, and if there’s anything about BX residents, it’s that they don’t need a proper outside introduction, just press play and you’ll see what they’re about really quickly. Dior isn’t resting on her laurels with a solid Big Dior debut project in 2024, as she’s right back to work before Q1 expires. The 23-year-old returned with a catchy single for the ladies sporting a more voluptuous figure. Dior shrewdly interpolates Missy Elliott’s “Work It” anthem and repeats the track’s title on an earworm of a chorus that bounces off the blaring production, which is sure to get listeners’ hips gyrating toward an Uptown dancefloor — just in time for the warmer weather coming. — M.S.
Wiz Khalifa, “Aerials Freestyle”
This column is usually for less established acts like Wiz, but this recent run he’s been on is taking us back to the days when the only way you could hear new music was on YouTube, Soundcloud, and rap blogs, so we must keep acknowledging it. The Pittsburgh rapper’s bringing the feeling back, and even sampling the titular System of a Down banger from 2001. Let the bong rip and hit play on some real stoner music. — A.D.
4batz, “Mortal Kombat”
4batz’s “Mortal Kombat” explores the intense, toxic cycle of a tumultuous relationship marked by constant arguments. This couple fights frequently but can’t seem to stay apart, with the chorus emphasizing the recurring nature of their battles—one partner always returns, despite the conflict. Ultimately, “MORTAL KOMBAT” is a track about the struggle to navigate love and conflict in a toxic relationship, choosing to fight for something real despite the challenges — a message we can all relate to in one way or another. — C.C.
JayDon, “I’ll Be Good”
With a melody and structure that screams ’00s Ne-Yo, “I’ll Be Good” is an instant earworm. The track, which samples Usher’s 2001 deep cut “How Do I Say,” arrives alongside the announcement of JayDon’s signing to Ursh and L.A. Reid’s mega label, in partnership with Larry Jackson’s gamma. JayDon — who voiced young Simba in the 2019 photorealistic remake of The Lion King — delivers a terrific vocal performance, intimately capturing the process of taking accountability while asking for forgiveness. At just 17 years old, he sings with the emotional heft of a crooner twice his age: ““Girl, if you find it in your heart/ Then I’ll be good/ I’ma try/ I’ma do better, better,” he pledges. — K.D.
Lil Tecca, “Dark Thoughts”
Lil Tecca is getting in his pop bag. On its face, “Dark Thoughts” feels like it would be more of an ominous tune, but Tecca’s trying to provide the soundtrack to a night out on the rooftop bars. Instead of pushing them away, Tecca embraces his “Dark Thoughts,” but bounces them off a glossier bassline that calls back to The Neptunes’ production on tracks like Hov’s “I Just Wanna Love U” or ‘90s R&B and the shiny suit Bad Boy camp. He assured us there was no plan B with his robust Plan A project in 2024, but the next era is taking his artistry to new heights – just enjoy the ride. — M.S.
Casper Sage & Amindi, “NuDivision”
“NuDivision” reflects on the growth that comes from separation, with the title symbolizing both a divide and the potential for something new. Lines like “switching, blocking light” and “clouds keep moving” embody the obstacles and emotional ups and downs they face. Nonetheless, there’s an underlying hope for rekindling what was once lost, with the repeated refrain of “nu-division” signaling a new chapter. Sage and Amindi’s verses show the balance of pain and optimism, highlighting the complexity of love’s evolution. — C.C.
Lil Nas X, “Hotbox”
Lil Nas X fell victim to “snippet culture” with recent releases, but he absolutely sticks the landing with “Hotbox” — and could have his next hit on his hands, which should springboard him into his Dreamboy era and set the tone for a major 2025. Pharrell’s impact on modern pop music can’t be escaped, with “Hotbox” nodding to P’s classic “Frontin” and a pink-splashed visual is expertly curated to fit Nas X and the track’s aesthetic. Coming up as a faceless member of Nicki Minaj’s Barbz army, even the pink pool feels intentional as a call back to Minaj’s “Super Bass” video. Well played, Lil Nas, well played. — M.S.
Six months of preparation translated into a 13-minute Super Bowl Halftime Show. The NFL took fans behind the scenes for the first time on Friday (March 14) with a look into how Kendrick Lamar’s Super Bowl LIX Halftime Show took form.
The NFL released a 32-minute mini-documentary on YouTube showcasing how the performance went from an idea to the big stage in New Orleans as more than 133 million fans watched at home.
Bruce Rodgers served as the creative director and production designer for Kendrick’s performance; it was Rodgers’ 19th Super Bowl Halftime Show.
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“This literally will change the way you do halftime. We’ll have to have a full team building the square, same with the diamond, same with the circle,” he said of the video game-themed stage for Lamar.
PgLang creative director Mike Carson was also heavily involved with the performance, and he hopped on countless Zooms and calls with Rodgers while bouncing ideas off him about the stage, lighting and performance.
Before GNX even dropped, one of the early hurdles was finding a pristine 1987 Buick GNX for the performance, which was gutted to have 30 of the 400 dancers emerge from the car.
“The car is the icon of this era for him as far as album covers [GNX], in the video, so it was only right to have it as part of the performance,” Carson said.
Five hundred crew members were involved in the shuttling of the stage on and off the field in eight minutes. Even though the Caesars Superdome is indoors, they opened the vents due to the use of pyrotechnics and had to take measures for possible inclement weather, which ended up working out.
Kendrick impressed with his heavily anticipated performance — including bringing “Not Like Us” to the global stage — which saw an assist from SZA and a Serena Williams cameo.
Lamar drew a 153% bump in streams in the week following his Super Bowl performance in New Orleans on Feb. 9, which pushed GNX back to No. 1 on the Billboard 200.
Over a month later, Kendrick still holds three of the top five slots on the Billboard Hot 100, including his sixth No. 1 hit with “Luther.”
Watch the NFL’s mini-doc below.
