‘Not Like Us’ Reinvented Kendrick Lamar. Is the Super Bowl Ready for It? ‘Not Like Us’ Reinvented Kendrick Lamar. Is the Super Bowl Ready for It?
The New York Times
After sweeping the Grammys on Sunday, Lamar’s ubiquitous Drake diss could be the centerpiece of the halftime show. That, it bears mentioning, is pretty strange.
Kendrick Lamar’s smash “Not Like Us” has been a lot of things since its release less than a year ago: a Drake-slaying diss track, a No. 1 single, a West Coast unity anthem, a Kamala Harris rally singalong, a World Series fight song, a bar mitzvah dance floor party-starter.
At the Grammys over the weekend, it swept all five of its nominations, including song and record of the year, becoming only the second rap track ever to win in each category, while also taking home trophies for best rap song, best rap performance and best music video.
A week after those victories, “Not Like Us” — with its one billion plays on Spotify and at least hundreds of millions more across radio, YouTube and social media — may reach its ultimate peak: a performance on Sunday for some 100 million people, live from the Super Bowl halftime stage in New Orleans.
A casual listener — or Super Bowl viewer — may hear an easily digestible crowd-pleaser. A popular rapper, known for knotty introspection, going playful over a spacious, bouncy beat by the producer Mustard, punctuated with sped-up stabs of strings and an all-purpose, easily co-opted chant of a chorus: “They not like us.”
In many senses an inescapable, old-fashioned hit, “Not Like Us” was immediately absorbed into the cultural bloodstream, where it has remained ever since, holding strong in the Billboard Top 40 in its 38th week since release. But while the song’s mega-success can by now be taken for granted, it also happens to be incredibly bizarre.
The song’s specifics, and its omnipresence, represent a significant swerve for Lamar, 37, who until recently was known primarily as one of the most revered M.C.s of all time: a Pulitzer Prize winner with a sterling career whose 2015 track “Alright” was adopted as an anthem of the Black Lives Matter movement.
