Rapper Kendrick Lamar is to headline the Super Bowl half-time show in New Orleans next year.
The NFL, Apple Music and Roc Nation announced on Sunday that Lamar would lead the half-time festivities from the Caesars Superdome on February 9.
The announcement comes on the back of his summer-long back and forth feud with Drake that saw the pair swap diss tracks.
While Lamar has not released an album since 2022, fans will hope the announcement could see an LP on the horizon to follow up Mr Morale and the Big Steppers. He did recently release several tracks aimed at stinging Drake, including the international hit Not Like Us.
He follows on from Usher headlining the show in 2024.
Lamar, who has won 17 Grammys, said he is looking forward to bringing hip-hop to the NFL's championship game, where he performed as a guest artist with Dr Dre and Snoop Dogg in 2022.
"Rap music is still the most impactful genre to date," Lamar said. "And I'll be there to remind the world why. They got the right one."
Lamar has experienced massive success since his debut album Good Kid, M.A.A.D City in 2012.
He became the first non-classical, non-jazz musician to win a Pulitzer Prize for his 2017 album DAMN.
He was featured on the song Like That with Future and Metro Boomin on a track that spent three weeks at number one on the Billboard Hot 100 this year.
Roc Nation founder Jay-Z called Lamar a "once-in-a-generation" artist and performer.
"His deep love for hip-hop and culture informs his artistic vision," Jay-Z said. "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."
Roc Nation and Emmy-winning producer Jesse Collins will serve as co-executive producers of the half-time show. The creative direction of Lamar's performance will be provided by pgLang.
In June, Lamar turned his Juneteenth "Pop Out" concert into a celebration of Los Angeles unity. It came on the heels of his rap battle with Drake during the three-hour concert featuring a mix of up-and-coming LA rappers and stars including Tyler, The Creator, Steve Lacy and YG.
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