nfl
Page: 3
Kendrick Lamar is heading to the Super Bowl — and fans certainly have something to say about it.
On Sunday (Sept. 8), the superstar Compton rapper was announced as the headliner for the 2025 Apple Music Super Bowl LIX Halftime Show, set for Feb. 9, 2025 in New Orleans. This marks the second time K. Dot will grace the stage at the NFL’s main event, after he was a special guest alongside Dr. Dre’s West Coast hip-hop showcase in 2022.
“You know there’s only one opportunity to win a championship,” Lamar says in a promotional clip on Instagram for his performance at the big game. “No round two’s.”
Naturally, fans lit up social media shortly after the announcement, with many commenting on Lamar’s high-profile rap beef with Drake and others expressing disappointment over New Orleans native Lil Wayne not being chosen to represent his hometown at the Super Bowl. Others shared their excitement over Lamar possibly bringing his anthemic Drizzy diss “Not Like Us” to millions of viewers around the world.
Trending on Billboard
“The Compton kid has completely cracked the code,” one fan commented under Kendrick’s Super Bowl announcement on Instagram. Another user wrote on X (formerly Twitter), “HE IS ON TOP OF THE WORLD.” That sentiment was echoed in another X comment. “OMG!!!!!!!!! THIS IS KENDRICK LAMAR’S YEAR!!!!!!,” a fan wrote.
“I don’t usually watch the Super Bowl, but I’ll absolutely be watching for the Kendrick concert,” another added on X.
As expected, countless fans on social media also took the opportunity to bring Drake into the conversation, with dozens of onlookers referencing K. Dot’s back-and-forth diss tracks with the Toronto MC earlier this year. The beef culminated with Lamar’s “Not Like Us,” which became a monster hit, topping the Billboard Hot 100 chart for two nonconsecutive weeks in May.
“Love this! Can’t wait to hear not like us on the world stage. Drake finna cry in the corner,” someone commented on the NFL’s X account, while another added that the 6 God’s fans are “in shambles” following the news. “They just gave bro the opportunity to diss tf outta drake on super bowl,” a user wrote on Lamar’s Instagram page. “drake drops 100 gigs of throwaway bs. kendrick drops a SUPER BOWL ANNOUNCEMENT,” another wrote on X, referencing Drake’s recent drop of content.
Some also speculated the possibility of Kendrick squashing his beef with Drake by inviting him onstage during the halftime show. “Special guest, drake?” an X fan questioned. Another person on Lamar’s Instagram joked, “Scenes when he brings out drake and they squash the beef and make out with each other.”
Lil Wayne’s name became a trending topic on X following K. Dot’s Super Bowl Halftime Show announcement, as numerous Weezy fans found it disrespectful to overlook the veteran rapper, who hails from the Louisiana city.
“Not having Lil Wayne headline is a slap to the face,” a person commented under Lamar’s announcement on Instagram. “Lil Wayne def should’ve been picked to perform at the superbowl. He’s literally from New Orleans and a rap legend…,” another wrote on X. Another Instagram commenter suggested that inviting Wayne onstage as a special guest would be “next level.”
Other social media comments ranged from which other special guests Lamar might invite to join him on stage — including the possibility of Eminem and Beyonce — while others hope that K. Dot’s Super Bowl gig will also bring an announcement of a new album. Lamar’s last studio release, Mr. Morale & The Big Steppers, debuted at No. 1 on the Billboard 200 in May 2022.
The Super Bowl Halftime Show will be shown live on Fox from the Caesars Superdome in New Orleans on Feb. 9. It will also be the sixth year that the show will be programmed by Roc Nation, which is executive producing the show alongside Jesse Collins, produced by DPS and directed by Hamish Hamilton. Creative direction for Lamar’s performance will be provided by pgLang, the creative imprint co-founded by the rapper.
HipHopWired Featured Video
CLOSE
Source: NFL / NFL
The NFL season just kicked off and Kendrick Lamar is surely going to enjoy the season. On Sunday (September 8), the NFL announced that K. Dot will be headlining the 2025 Super Bowl’s halftime show.
And right on cue, social media began to clown the Compton rapper’s nemesis, Drake, because pettiness is indeed part of Hip-Hop. Argue with your auntie.
The NFL, Roc Nation and Apple Music made the announcement and Lamar’s own pgLang will be handling the creative direction of the show. “Kendrick Lamar is truly a once-in-a-generation artist and performer,” said Jay-Z, who has a hand in picking the halftime talent, in a statement. “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.”
“What the deal everybody? My name is Kendrick Lamar, and I’ll performing at Super Bowl 59,” says Kendrick in a video clip share on his social channel. “Will you be pulling up? I hope so. You know there’s only one opportunity to win a championship—no round two’s, let’s get it.”
Kendrick Lamar saying “no round two’s” was a clear shot at Drizzy (who’s probably none too happy Jay-Z help book the rapper) considering the 6 God recently said he was readying a round 2 in his “battle” with the Compton rapper. Good look with that, respectfully.
Also worth noting, the Grammys are scheduled for a week before, and Kendrick most certainly will be winning a trophy for his “Not Like Us” single. That man is nefarious.
But don’t take our word for it, peep the reactions in the gallery.
Super Bowl 59 goes down on February 9, 2025 in New Orleans.
6.
All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes.
The wait is almost over! The 2024 NFL season officially returns on Thursday (Sept. 5).
Kicking things off: The Kansas City Chiefs vs. Baltimore Ravens game airing live on NBC and streaming on Peacock.
The Chiefs will host the Ravens at Arrowhead Stadium in Kansas City on Thursday, and Taylor Swift isn’t the only music star gearing up for the season: Megan Thee Stallion is joining in the NFL celebration. The Houston rapper debuted a Pepsi commercial with Chiefs tight end Travis Kelce on Thursday to mark the season kickoff.
Keep reading for a roundup of ways to watch and stream tonight’s Chiefs vs. Ravens and other games for NFL kickoff weekend.
Where to Stream the Kansas City Chiefs vs. Baltimore Ravens Game for Free
The Chiefs vs. Ravens game will broadcast live on NBC and stream on Peacock on Thursday. Coverage starts at 7 p.m. ET/4 p.m. PT. Kickoff is scheduled for 8:20 p.m. ET/5:20 p.m. PT.
If you don’t have live TV or enough time to buy a digital antenna, you can stream the Chiefs vs. Ravens game on Fubo, Hulu + Live TV, Sling TV, DirecTV Stream, Peacock and NFL+.
Trending on Billboard
To livestream the game for free, subscribe to Fubo or Hulu + Live TV. These are just a couple of the streamers that offer free trials and discounts in most cases.
For example, Fubo’s streaming plans are $30 off just in time for the NFL season. The plan includes 201 channels, DVR and streaming from multiple screens for $49.99/month after a free week trial.
DirecTV customers no longer have access to ABC and ESPN, but the streamer still carries NBC and other local networks. And there’s a free trial for five days. Plans start at $49.99/month for a limited time.
Sling TV doesn’t offer a free trial, but you can join at a discount and maximize your gameday binge session. With Sling Orange + Sports Extra, you can watch every ESPN channel, including SEC Network and ACC Network, plus simulcast games on ABC (through ESPN3).
Want more sports channels? Subscribe to Sling Blue with Sports Extra to add channels such as NFL Network, FS1, Big Ten Network and NFL RedZone, along with local NBC and Fox affiliates in select markets. Join with Sling’s new Season Pass offer and save $92 when you prepay for four months in advance.
Spanish speakers can watch or stream the Chiefs vs. Ravens game live on Telemundo and Peacock. For international streaming, use ExpressVPN to access several platforms from anywhere around the globe.
How to Watch the Kansas City Chiefs vs. Baltimore Raven on Peacock
Peacock offers everything from sports to reality TV, and must-watch NBC programs. Thursday’s Ravens vs. Chiefs game will stream live on Peacock along with Friday’s Green Bay Packers vs. Philadelphia Eagles and a Sunday Night Football matchup between the Los Angeles Rams vs. Detroit Lions.
If you’re looking for a Peacock promo code, we’ve found a limited deal online. There’s not much time left, but if you hurry, you can score a major discount on Peacock: $4.99/month for four months. Use code TGIF to save 30% off Peacock. The promo ends on Friday. Without the discount code, Peacock’s monthly plans start at $7.99 for the basic package and $13.99 for live access to NBC.
Shopping for game day gear? This NFL-branded apparel collection is perfect for football lovers, and for Swifties, NFL friendship bracelets are back in stock.
It goes without saying that Taylor Swift, technically, has nothing to do with football. Besides, of course, dating Super Bowl star tight end Travis Kelce for the past year. But if you are new to this whole NFL thing, you might think that Swift was one of the leagues premiere athletes based on a viewing of the leagues promotional sizzle reel for this weekend’s official kick-off of the season.
In fact, you only have to wait, literally, two seconds, before spotting Swift hanging in a luxury box with Mama Kelce and shouting her support for Kelce’s Kansas City Chiefs in the 30-second promo clip. And there she is, five seconds later, once again flipping out alongside Donna Kelce.
If you watch closely, you might notice that the pop superstar actually gets more screen time than any actual NFL star, including three-time Super Bowl champ (and three-time Super Bowl MVP) and Kelce’s QB, Patrick Mahomes. As the video moves through the months, we also get a glimpse of Dolly Parton, who famously donned the skimpy Dallas Cowboys cheerleader outfit last season, swaggy fedora-sports agent Sean Stellato… and then Swift again, dressed in a Kelce No. 87 puffer coat and beanie hat.
Trending on Billboard
And then, a few seconds later, there she is again giving Kelce a big kiss on the field after the Chiefs punched their ticket to Super Bowl LVIII before a brief glimpse of Usher during the Super Bowl halftime show makes way for another shot of Swift, this time in the luxury box pounding a drink with Brittany Mahomes and Ice Spice.
To be fair, since Swift and Kelce began dating near the beginning of last season, the singer has dominated the gridiron in the same way she does the charts, with reports that ratings were up last year, especially among women 12-17 and 18-49. Swift recently wrapped the European leg of her Eras Tour and while it’s unknown if she’ll be back in the box on Thursday night (Sept. 5) when the Chiefs take on the Baltimore Ravens in their season opener, Mahomes recently revealed that Swift is “really interested” in football and asks great questions, joking that “she’s already drawing up plays.”
Kelce seconded that emotion on The Rich Eisen Show recently, when he said that Swift has learned so much about football over the past year that she is, in fact, making prettygoodplay suggestions. “She had just been so open to learning the game. She didn’t know much about the rules and everything,” he said. “I think what makes her so good in her profession is that she’s so detailed in every aspect of it, from the words to her music and even the releases and the music videos and everything. She’s just so detailed and apart of it, that I think she was just curious about the profession. I know none of the plays have gotten to Coach [Andy] Reid yet. If they ever do, I’ll let everyone know it was her creation.”
Of course, he added, “she’s a little biased and just creates plays for me.”
Check out the NFL video below.
In case you haven’t heard, Super Bowl winning Kansas City Chiefs tight end Travis Kelce is headed to the big screen. Adam Sandler confirmed last week that Kelce will have an unspecified role in the upcoming sequel to the comedian’s iconic 1996 sports comedy Happy Gilmore.
And on Wednesday (August 28), Kelce and his other brother, New Heights podcast co-star and retired Super Bowl champ Jason Kelce, teased the footballer’s cameo by recreating one of the iconic scenes from the golf goof. In the clip, Travis, 34, is on a golf course getting ready to haul off on a tee shot in run-up Happy fashion. “Hey Happy,” Travis says as Jason responds off screen with a quote from Sandler’s title character, “You too good for your home?”
Travis then takes a quick step-up to address the ball with maximum effort as the shot cuts to a scene from the original movie of the ball zooming through the air for way too long over a neighborhood before doinking an unsuspecting homeowner on the head as he shakes his fist, shouting, “you boys are gonna pay for that!”
Trending on Billboard
After getting properly beaned and stumbling about, Jason — whose head is superimposed on the moving company worker played by actor Will Sasso in the original movie — shouts, “You hit that guy!” Then, with Travis’ head plopped onto Happy’s movie body, he shrugs and says, “He shouldn’ta been standing there.”
Last week during a visit to the Tonight Show, Sandler confirmed that Kelce would have some role in the anticipated sequel. “Travis has… he mentioned it, so we have a nice something for Travis,” Sandler said of the gig that Kelce has publicly dreamed out. “He’s gonna come by. He’s a very nice guy. You guys would love him in real life. What a big, handsome guy. Funny and cool as hell. He’s a stud and he’s so funny.”
Kelce seemed to manifest the cameo in May on New Heights — which just scored a major nine-figure new distribution deal — when he said he was a “huge fan of the Sandman” and would do “anything” to get a role in the film.
Speaking to the brothers on New Heights this week, Sandler opened up about how the role came together. “The whole thing was to get to hang out with Travis!… We were talking about you playing my son while we were writing it literally like, six months ago,” Sandler said. “We were like, ‘Imagine if Travis was my first baby, how funny that would be.’” Travis also said he’s been working on the patented way Gilmore addresses the ball, promising that he thinks he’s “got the swing down” since going out to practice after seeing Sandler on the Tonight Show.
“The scene you’re doing is with so many great golfers,” Sandler teased. “It’s gonna be amazing. You’re gonna be funny as hell.”
Watch the clip and Sandler’s New Heights chat below.
[embedded content]
J Balvin has been tapped as ESPN’s official music curator for the 2024-25 NFL Season. Balvin will work with ESPN throughout the 2024-25 NFL season to curate music for select ESPN Monday Night Football games. Balvin’s music selections will play in Monday Night Football promo spots, live telecasts and Monday Night Countdown for seven weeks this season, including two NFL Playoff weeks.
Explore
Explore
See latest videos, charts and news
See latest videos, charts and news
In all, Balvin will provide music for seven games, kicking off his curation stint with his new song “DOBLEXXO” featuring Feid, off his recently released album Rayo. The first game for which Balvin will curate is the New York Jets at San Francisco 49ers on Monday, Sept. 9. However, Balvin’s music selection will begin playing this Friday (Aug. 30), when his track will be used during ESPN’s Week 1 Monday Night topical spot, a fast-moving clip featuring players from the Jets and the 49ers on the field, with Balvin’s music playing as the soundtrack. You can watch it here.
Balvin is the latest superstar to join the Monday Night Football music curation program, joining a list that includes music curators Timbaland and Justin Timberlake (2023), Marshmello (2022), Drake (2021), DJ Khaled (2020) and Diplo (2019).
Trending on Billboard
“ESPN’s Music curation program with Monday Night Football continues with an artist that will amplify the bold and new music strategy,” said Curtis Friends, ESPN’s vp of sports marketing, in a statement. “J Balvin is a global icon whose influence hits with diverse cultures and genres. His music choices embrace the anticipation and excitement the ESPN football season offers, and we can’t wait for him to come along the season-long ride with us.”
Following the first game on Sept. 9, Balvin will select one song to use for each designated week. Although the tracks to be used have not been announced, they can be his own or someone else’s.
Here is J Balvin’s music curation schedule for the 2024-25 NFL season:• Week 1: New York Jets at San Francisco 49ers• Week 5: New Orleans Saints @ Kansas City Chiefs• Week 6: Buffalo Bills at New York Jets• Week 11: Houston Texans at Dallas Cowboys• Week 18 Doubleheader: TBD• Monday Night Super Wild Card: TBD• Divisional: TBD
Balvin has long been associated with different sports and athletes, and in 2022, he became the first Latin artist to headline an NFL kickoff concert, performing at Long Beach, Calif., ahead of the first regular season game of 2022. Below is the first spot using Balvin’s music.
[embedded content]
NFL star brothers Travis and Jason Kelce are taking their services to the Wondery podcast studio. According to The Hollywood Reporter, the Super Bowl-winning siblings have signed a significant new deal taking their two-year-old New Heights with Jason and Travis Kelce podcast to the Amazon-owned podcast studio, which signed a distribution and exclusive ad-sales representation deal for the family talk show.
Explore
See latest videos, charts and news
See latest videos, charts and news
“We couldn’t be more excited to team up with Wondery for the next phase of New Heights,” the Kelce brothers told THR. “We love this show, and the fanbase that has grown with us over the last two seasons. Wondery understands the shared vision and will offer a wealth of experience and resources to take us to New Heights! We are going to create some groundbreaking moments together through this partnership. We are thrilled to start Season 3.”
Trending on Billboard
While the specific terms of the deal were not announced, THR noted that a person close to the matter described it as being in the “nine figure” range and “very competitive.” The multi-year deal will give Wondery exclusive global distribution rights to all audio and video episode of the pod, as well as its back catalog and the rights to make international audio adaptations of the show.
“We’ve been watching the growth of the podcast, really since it was launched, and I have been building a relationship with Travis and Jason and getting to know them for a while now,” Wondery CEO Jen Sargent told THR. “Sports is a really exciting category for podcast listeners. It’s a strategic priority of Wondery’s and Amazon’s. So there were a lot of reasons to think about joining forces here on the New Heights podcast.”
Sargent added that Wondery is looking into live domestic and international events and potentially creating localized content.
The brothers — older sib Jason retired from the NFL last year after 13 seasons as a center with the Philadelphia Eagles and tight end Travis is a three-time Super Bowl champion with the Kansas City Chiefs — launched the podcast in 2022 with Wave Sports + Entertainment. The new deal will make the show available on all podcast services, as well as YouTube, with Wondery also offering ad-free listening to its Wondery+ subscribers.
Talking about their lives on the gridiron and off the field, the show drew a dedicated sports audience that exploded into a much wider fanbase when Travis started dating Taylor Swift last year. Since then, the Ambies-, Webbys- and Shorty-award-winning football talk on the show that usually ranks as one of the top sports podcasts on Apple and Spotify has been spiced up with some tidbits from Travis and Taylor’s romance.
Among the Traylor highlights over the past year were such scenes as Travis dancing to Swift’s “Shake It Off” during a live taping in April in Cincinnati — where both men attended the University of Cincinnati — and Travis gushing about Swift’s “insane” Eras Tour show at Gillette Stadium in December. Kelce also revealed the the moment the singer officially won over brother Jason during an episode earlier this year, in one of the many mentions of the pop superstar on the pod.
The Kelces have both been expanding their off-field activities lately, with Jason joining ESPN as an analyst and Travis signing on to host Amazon’s Are You Smarter Than a Celebrity? and booking a slot on Ryan Murphy’s upcoming FX horror show Grotesquerie, as well as circling the action comedy Loose Cannons.
Their mega-deal comes amid new of a few other huge signings recently, including Wondery’s similar distribution and ad sales deal with actor Dax Shepard’s Armchair Expert pod, which signed an estimated $80 million pact in July, as well as the just-announced $125 million deal Alex Cooper signed wit SiriusXM for her Call Her Daddy show.
All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes.
The Kansas City Chiefs and Chicago Bears launch Week 3 of the NFL preseason leading one of two games scheduled for Thursday (Aug. 22).
Chicago kicked off the NFL preseason against the Houston Texans earlier in the month. The team has won all of its preseason games thus far.
The Chiefs will host the Bears at Arrowhead Stadium in Kansas City.
Read on for details on how to stream tonight’s Bears vs. Chiefs game live from anywhere.
How to Watch
The Chiefs vs. Bears game airs live on Thursday, Aug. 22, at 8:20 p.m. ET/5:20 p.m. PT. The game will broadcast on the NFL Network, which is available on DirecTV Stream, Fubo, Sling TV (use ExpressVPN to access streaming platforms internationally).
For local viewers, the Bears vs. Chiefs game will broadcast on Fox 32 in Chicago and 38 the Spot in Kansas City.
Explore
Explore
See latest videos, charts and news
See latest videos, charts and news
The game will also be available to stream on DAZN.
Trending on Billboard
How to Stream Free
Football fans can stream the Bears vs. Chiefs game with a free trial from DirecTV and Fubo. Both streamers offer over 90 live channels, plus a free trial. If you’re on a budget, DirecTV Stream is discounted to $49.99 per month (regularly $79.99) for a limited time.
NFL Network is available on DirecTV stream, but it also comes included in the Sports Pack along with NFL RedZone, NBA TV & NHL Network.
Fubo’s streaming plans start at $79.99 per month for access to 155 channels, unlimited DVR and a free trial for a week.
What other NFL teams play on Thursday? The Indianapolis Colts and Cincinnati Bengals face each other at 8 p.m. ET/5 p.m. PT. The game will stream live on Prime Video.
Plans for the weekend? The NFL Preseason wraps up on Sunday, so if you feel like binging sports all weekend, there will be plenty to watch. The remaining games will broadcast on the NFL Network and local affiliates.
See the schedule below.
Friday, Aug. 23
Jacksonville Jaguars vs. Atlanta Falcons — 7 p.m. ET
San Francisco 49ers vs. Las Vegas Raiders — 10 p.m. ET
Saturday, Aug. 24
Pittsburgh Steelers vs. Detroit Lions — 1 p.m. ET
Los Angeles Chargers vs. Dallas Cowboys — 4 p.m. ET
New York Giants vs. New York Jets — 7:30 p.m. ET
Cleveland Browns vs. Seattle Seahawks — 10 p.m. ET
Sunday, Aug. 25
Tennessee Titans vs. New Orleans Saints — 2 p.m. ET
It’s Travis Kelce‘s world, we’re just living in it. The Kansas City Chiefs tight end who has parlayed his on-field NFL prowess into an ever-expanding off-field portfolio has achieved one of his most sought-after extracurricular gigs.
On Tuesday night’s (August 20) Tonight Show, Adam Sandler confirmed that Kelce will appear in the upcoming Happy Gilmore 2 sequel. “Travis has… he mentioned it, so we have a nice something for Travis,” Sandler said of the gig that Kelce publicly pined over earlier this year. “He’s gonna come by. He’s a very nice guy. You guys would love him in real life. What a big, handsome guy. Funny and cool as hell. He’s a stud and he’s so funny.”
Though Sandler didn’t reveal any details about Kelce’s role in the anticipated follow-up to the 1996 golf comedy, the Kelce reveal is a bit of wish fulfillment for the Super Bowl champ. He seemed to manifest the cameo in May on his New Heights podcast with brother retired NFL great Jason Kelce, when Travis said he was a “huge fan of the Sandman” and would do “anything” to get a role in the film.
Trending on Billboard
“I didn’t even know there was a job opening on Happy Gilmore 2. I’ll be a f–king extra… anything to get around Happy Gilmore, an Adam Sandler film or set — count me in,” Travis said at the time. Jason quickly poured cold water on the idea, though, noting that there was “really no evidence to support” the conspiracy theory that his brother might make it into the film after a Reddit user noted that Kelce was wearing a Happy Gilmore baseball hat on the podcast shortly after the sequel was announced.
“[No evidence] other than the movie’s getting made and I’m looking for movie deals,” Travis teased at the time. “Who knows? Theories can come true. Theories can be true and people just don’t know about it. I might even be in the talking and nobody knows about it, but I could also not be in the talking. I’ll do anything in the movie. I’ll be part of it any way I possibly can.” Travis speculated that he could be the “jackass” crowd heckler from the original, or, perhaps given hs upcoming game show gig, he could take over the Bob Barker role.
Kelce has been beefing up his TV and film resumé this year, with upcoming appearances in Ryan Murphy’s upcoming FX horror series, Grotesquerie, as well as a gig hosting the Amazon Prime game show reboot Are You Smarter Than a Celebrity? and a just-announced potential first lead role in the action-comedy Loose Cannons.
Sandler told Tonight Show host Jimmy Fallon that the movie will start shooting in New Jersey in “a couple of weeks.” Kelce, of course, will likely be back on the field for the final Chiefs pre-season game against the Chicago Bears on Thursday night (August 22) before kicking off the regular season on Sept. 5 against the Baltimore Ravens.
When he does take the field, it will be with his new longer hairstyle, which Chiefs QB Patrick Mahomes recently said is thanks to girlfriend Taylor Swift’s influence. “I’ve been trying to get him to grow his hair out and all of a sudden Taylor gets him to do it,” Mahomes said during a recent interview on SiriusXM NFL Radio.
Watch Sandler on the Tonight Show below.
[embedded content]
The NFL is gearing up for a significant milestone by hosting its inaugural regular-season game in São Paulo, marking a historic expansion of American football into South America.
Explore
Explore
See latest videos, charts and news
See latest videos, charts and news
Amid this groundbreaking event, Brazil‘s own baile funk superstar Anitta will kick off the halftime show, Billboard can exclusively announce Tuesday (Aug. 20). Her performance is set to meld the vibrant spirit of Brazilian music with the exhilarating intensity of American football. “I am incredibly excited to perform in São Paulo at the NFL’s first game in my home country of Brazil,” the artist tells Billboard Español. The event is taking place September 6 at 8:15pm ET.
Steering Anitta’s presentation are NFL’s head of music, Seth Dudowsky, Senior vp of global event operations & production, Jon Barker, and director of event presentation & content, Tim Tubito, all in collaboration with Production Club. “When we talked about artists that we wanted to work with, Anitta was at the top of that list,” explains Dudowsky. “We don’t want to come in and make this very American and Western. We want it to weave into the culture of the environment that we’re at,” adds Jon Barker.
Trending on Billboard
In a discussion with Billboard Español, Anitta, Dudowsky, and Barker delve deeper into the preparations and expectations for this unprecedented NFL game, sharing their visions of blending sports, music, and culture to create an unforgettable experience for fans around the globe.
How do you feel about performing at the historic NFL game in São Paulo, the first of its kind in South America?
Anitta: I am incredibly excited to perform in São Paulo at the NFL’s first game in my home country of Brazil. Growing up here has completely shaped me as an artist and, of course, as a person. So it means everything to be able to bring fans around the world the excitement and joy of our amazing music and culture. It’s really a dream come true to be a part of this moment.
Courtesy of NFL
Seth and Jon, how was Anitta decided on for this halftime show at the NFL’s first game in São Paulo?
Seth Dudowsky: We wanted to make sure that coming to Brazil, we were putting on the spectacle and the level of quality that you expect from an NFL event. Also, doing it in a way that felt natural and embracing the culture of São Paulo and Brazil. The most authentic way to do that is to work with artists and performers who are from those places. Artists who have been not only a face of Brazilian music, and what that represents around the world, but also being an icon in America as well. This creates a bridge for us to come from American culture down to São Paulo. When we talked about artists that we wanted to work with, Anitta was at the top of that list. It’s been an amazing opportunity, not only to have her perform at the game and help us create an incredible game-day experience for the fans, but also to help be an ambassador so that fans understand we’re coming down to Brazil. We’re going to do it in a special way that celebrates Brazilian culture.
Jon Barker: American football is becoming a global sport, and we are starting to play more games in different parts of the world. The opportunity to bring our game to São Paulo, Brazil, to South America, is really exciting. When you think about an opportunity to work with an artist like Anitta, it just elevates everything that we’re going to do. We don’t want to come in and make this very American and Western. We want it to weave into the culture of the environment that we’re at, so that fans who are coming to this game can identify with the entire experience. Anitta just brings that one hundred times for us, because she’s such a wonderful talent.
Anitta, have you previously followed American football? If so, what does this sport mean to you personally?
Anitta: I love sports in general, and I’m one of those fans who screams in front of the TV! With American football it would be no different. As a Brazilian, I love getting together with friends and family to have a barbecue and to cheer.
How do you plan to connect with an audience that might be experiencing both Anitta and NFL football for the first time?
Anitta: Music is something that brings us all together, no matter where you’re from or what your background is. Football does the same, so I think that uniting force from both music and football creates a natural connection to the audience. I hope this global audience will really enjoy the performance.
Seth and Jon, how important is local culture in choosing a halftime performer for international NFL games?
Barker: Extremely important. It’s part of the overall environment that we create. I know we’re talking about halftime, about Anitta, but it sits in the way that we think about decor and the use of color and pattern, and how that reflects local culture. It’s in the music selection that we use in pregame DJs and artists who are going to be singing the national anthems for both countries. It shows up in many different ways, not just in the music that we select at halftime. It’s integrated along the journey. When you start to see the decor pattern that we’re using, you’ll see that it’s reflective of Brazilian culture.
Dudowsky: We’re going to make sure that we are representing and being authentic to the culture there. One of the most direct and effective ways to make it feel like I’m seeing something that’s not just another regular season game [with] the way we’re using art, imagery, and music. To go back to Anitta, we’ll have assets that are going to be created both in Brazil and America. For the fans in Brazil, it’s to make sure that they feel like we’re doing something authentic with an artist they recognize and love. But also for American fans to see that content, to see Packers-Eagles highlights. With Anitta and Brazilian music, it gives [Americans] that feeling that this is unique and special, even if [they’re] not actually going to São Paulo to experience it.
[embedded content]
The NFL is focusing on global expansion and bringing American football to new audiences. As a Brazilian artist, how do you see your role in this initiative?
Anitta: Seeing the NFL grow football internationally has been great to watch, and when I saw they announced the first game in South America, I felt like the stars were aligning. I know many football fans out here in Brazil, so having the opportunity to perform for so many of my fans here and beyond is an amazing experience.
Jon and Seth, how do you ensure that the music appeals to both longtime NFL fans but also new audiences?
Dudowsky: On the music strategy point, one of my biggest beliefs is that music is universal, just like sports is. Every country on earth has their own version of what they love in sports and what they love in music. You won’t find a corner of the planet that doesn’t have those two things as part of that culture. While it’s universal, it’s also specific. Everybody’s music choices and opinions on music are personal. So we know not every single piece of music everybody’s going to love, and that’s okay. We try to work with artists that are authentic and are uniquely themselves and represent a space in music. We speak a lot with our office counterparts in Brazil and Latin America. We work with labels and trusted sources, artists, agents, tastemakers, people that really are on the ground and know what’s relevant.
Barker: It’s such a great line that sport and music are universal, and they don’t need to be translated; they just carry over. Who would have ever thought that playing John Denver in Munich, 70,000 people would just stop doing what they’re doing and sing together in unison? It happened! Sometimes we get it right, and sometimes we don’t. We experiment, and we see what hits and what doesn’t. You’ve got a different audience inside the stadium at varying ages, a different audience tuning in television locally, and a different one tuning in the United States.
How do we listen and learn from the local community? And how do we weave that into this game and create the environment that we want new fans in São Paulo to experience? That’s the process we go through, and I hope that each year we get better and better at it.
Anitta, can you give us a hint about what viewers can expect from your halftime show?
Anitta: While I want to keep a lot of elements of the show a surprise, I can tell you I will perform Brazilian funk! I can’t wait to do this in front of so many Brazilians at home, as well as the global audience who will be able to see the show as well. It’s going to be big, and I’m excited for everyone to see what we have in store.
[embedded content]
Last words?
Barker: I don’t want to be hyperbolic but we’re about to do something historic, bringing our game to a place that’s never been played before. The excitement that is bouncing off the walls at our headquarters in New York and Seth’s offices in Los Angeles is palpable. How we’ve been received in [Brazil] from the day we made the announcement that we’re coming has been overwhelmingly welcoming. I’m proud that I can be a part of something like this, being part of the NFL, and being part of a group that’s bringing this game to Brazilians, and have them, hopefully, experience it and love it the same way that we all do here.
Dudowsky: One of the things that keeps me energized and passionate about being at the NFL for over a decade is the opportunity to not only learn about these cultures, but to be a part of something that is happening for the first time. Whether it was in Munich or the first Super Bowl in Las Vegas, when a city gets the opportunity to do something like this for the first time, it just feels extra special. The energy, the passion that especially Brazilian fans come with, we couldn’t be more excited to see it with our own eyes and to be a part of it; and to see what the country and fans of Brazil do with this game going into the future.
Working with a global icon like Anitta has only made everything we’re saying even more tangible. Her team has been amazing. She has been fantastic. We’re excited to have Anitta and all the energy and excitement that she brings. It’s only going to add to what we know is going to be a really special and historic night in São Paulo.