As Kendrick Lamar prepares to take center stage at Super Bowl LIX, alongside SZA, keep a close eye on the production.
It will all be spearheaded by Lamar’s agency pgLang, which embraces creators from authors, film and television directors, producers, musicians, and more who are aligned in the vision to produce “quality” and “unconventional concepts,” its website mentions. Currently, 30 individuals and five executives are on board the pglang team, and they will have a hand in Super Bowl LIX — held Sunday, Feb. 9, 2025, in New Orleans, LA — working on edits, production, stage design, sound tech, and more.
During a press conference with Apple Music, the Super Bowl’s main sponsor since 2022, Lamar highlighted the importance of pgLang’s team, giving them their flowers and acknowledging that their collective efforts are what made it all possible for the show to reach its finish line.
“Shout out to pgLang…That’s my team. It’s 30 incredible individuals. Five extraordinary executives that work day in and day out to make sure we are doing something that will long live the culture,” Lamar expressed. “From a music standpoint, from a creative standpoint, fashion, film, books, day in day out of just being around like-minded individuals that have different perspectives outside of just music. So through that process, it was a challenge for me but even more a process of me enjoying different ideas and different backgrounds and how to look at things. I love it.”
Now fans will have to wait for Sunday to see how pgLang’s vision will materialize for the performance, which is expected to run between 12 minutes and 15 minutes. Fans are likely to hear some of Lamar’s chart-topping songs such as “HUMBLE,” “DNA,” and “Not Like Us,” which just earned Lamar five Grammy awards in 2025.
Lamar also makes history as the first solo rapper to become a headliner of the Super Bowl.
