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Kendrick Lamar’s Super Bowl moment: What the data tells us about its true impact

Opinion Report

Kendrick Lamar’s Super Bowl moment: What the data tells us about its true impact

As the first solo hip-hop artist to headline the event, Kendrick Lamar delivered a meticulously crafted 13-minute set that fused artistry, social commentary, and personal rivalry. But its true impact played out online, where a 14% surge in engagement revealed just how deeply it resonated.

Published on
April 23, 2025
Sence Opinion Report Highlights

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Kendrick Lamar’s Super Bowl performance sparked a 14% surge in online engagement, turning the event into a cultural flashpoint.
For some, the performance transcended the feud with Drake, weaving in broader themes of politics and media that invited deeper interpretation.
After the performance, Kendrick’s sentiment decreased, while Drake’s increased

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50+ Major themes
1000+ Sub-themes
100 Unique brand mentions
300+ Unique brand spellings

Sentiment: Divided opinions

Online discourse has shifted, with neutrality giving way to stronger opinions. Neutral sentiment dropped from 43% last week to 26%, as more people actively engaged in shaping the conversation around the event.

  • 39% Positive – Fans praised Lamar’s ability to blend entertainment with social commentary, lauding his stage presence and messaging.
  • 26% Neutral – Some found the performance engaging but not groundbreaking, acknowledging its cultural weight without strong emotional reactions.
  • 35% Negative – Criticism focused on technical issues, unmet expectations regarding rumored guest appearances, and mixed opinions on Lamar’s creative choices.

This breakdown reflects the divisive nature of cultural moments at this scale, highlighting how audiences interpret high-profile performances through personal and social lenses.

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Key Theme #1

Drake vs. Kendrick: The rap feud takes centre stage

(9% Share of Voice , 33% Positive, 29% Neutral, 38% Negative)

Lamar’s performance was laced with references to his ongoing rivalry with Drake, a theme that accounted for 9% of total online discussion. His performance of Not Like Us included a direct callout with Kendrick smiling directly at the camera and starting with “Say Drake” that fueled both live and online audiences. Even more, the crowd’s thunderous response of “A MINOOOR,” instantly transforming the moment into a viral meme within comment sections, capturing a memorable and unifying moment with the crowd.

Serena Williams’ surprise appearance, dancing during this segment, further fueled speculation due to her past connection with Drake. This moment underscores the power of personal narratives in amplifying audience engagement, demonstrating how individual rivalries can shape broader cultural discussions.

Top comments from the community
"the smile at the camera when he says “hey Drake” is gold"
"That whole stadium screamed A MINOOOOOOOR Drake on the phone with his lawyers RIGHT NOW "
"Serena (Drake’s ex) C-walking to the song is an added punch in the gut for Drake."
Key Theme #2

Political and cultural and symbolism

(6.8% Share of voice, 55% Positive, 19% Neutral, 26% Negative)

The discourse surrounding Kendrick Lamar’s Super Bowl performance extended beyond the spectacle of music and rivalry, with 6.8% of the conversation honing in on its political undertones. Observers parsed his lyrics and stage design, interpreting them as more than mere entertainment, suggesting a layered critique of political and media narratives. What initially appeared as a personal feud unfolded into something far broader, reinforcing the idea that cultural moments often carry meanings far beyond their immediate context.

This deliberate incorporation of political and cultural symbolism resonated strongly, particularly during Black History Month. Many fans celebrated Lamar’s unapologetic embrace of Black culture, reinforcing his role as an artist unafraid to use his voice for social commentary.

Actionable insights from the community
"Performance art. Whether you’re a Kendrick fan or not, the symbolism and timing was perfect – Uncle Sam, “one nation, indivisible, with liberty and justice FOR ALL” Black culture is American culture"
"Apparently many missed the messaging. 1. American flag outlined by dancers with a divide that he stood in. 2. Commentary by Samuel Jackson 3. Defiance of norms I could go on."
"Kendrick is so unapologetically black, authentically himself, and true to his art. Solidified he’s one of the greatest. Happy Black History Month!! "

Notable mentions

Williams’ surprise appearance was a strategic move that didn’t go unnoticed, earning 65% positive sentiments. Given her history with Drake, her presence felt like a deliberate addition to the ongoing feud, adding another layer of mockery to the performance. Rather than a mere cameo, it became a pointed statement, reinforcing how personal narratives can be woven into cultural moments for maximum impact.


Serena Williams

SZA

 

Samuel L. Jackson

Insights and strategic opportunities for marketers

This incident, seemingly trivial yet amplified by the lens of social media, offers a fascinating glimpse into the complexities of contemporary culture:
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Amplifying rivalries for fan engagement

The 9% of online discussions driven by the Lamar-Drake feud shows that rivalries fuel engagement. Marketers can tap these moments with interactive campaigns, polls, and branded content that invite fans to choose sides and deepen participation. The same tactic applies to sports, where brands can join debates that spark passionate responses.

Capitalizing on cultural moments

Kendrick’s performance stirred debates beyond music—political symbolism, personal rivalries—offering brands chances to add meaningful contributions. Through social activism messaging or collaborations with artists aligned with these themes, brands can build authentic connections with engaged audiences.

Strategic placement of campaigns in high-engagement spaces

A 14% surge in online engagement after the Super Bowl highlights the value of joining trending conversations. Targeted ad placements, influencer partnerships, or meme-driven content can amplify brand presence where audiences are already active.

Kendrick Lamar’s Super Bowl 2025 halftime show was more than a performance. It reignited his feud with Drake and wove political commentary into the spectacle, sparking discussions that extended far beyond the stadium.

In a world where public sentiment shifts instantly, brands need real-time insight. Tools like Sence provide the intelligence to stay ahead, respond with precision, and engage audiences with relevance.

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Sources
r/popculturechat – Reddit, r/oscarrace – Reddit, r/ukpopculture – Reddit, r/londoncycling – Reddit, Guardian News – YouTube,  Rolling Stone – Facebook, Sky News – Facebook, The Hollywood Reporter – Facebook, r/entertainment – Reddit
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