During Thursday’s Apple Music Super Bowl Halftime Show press conference, the rapper teased what fans can expect from his performance this Sunday.

Grammy-winning artists Kendrick Lamar and SZA will take the stage together for the Super Bowl LIX halftime show in New Orleans.

Kendrick Lamar will "put rap culture on the forefront, where it needs to be" during his performance at the Super Bowl LIX halftime show, he said Thursday in New Orleans.

The "Lollipop" rapper will skip Super Bowl 59 festivities in his hometown after he was passed over in favor of Kendrick Lamar as halftime performer.

Crotch Watch 2009: Bruce Springsteen and the E Street Band delivered one of the best halftime show performances at Super Bowl XLIII in Tampa in 2009. The Boss got a little bit over-excited at the end of “Tenth Avenue Freeze-Out,” though, when he sprinted down a ramp, dropped to his knees, and slid crotch-first in living rooms around the world.

Kendrick Lamar said fans can expect to hear the tale of his rise from humble beginnings to rap superstardom when he headlines the Super Bowl halftime show on Sunday.

Sometimes the Super Bowl halftime show is more exciting than the actual game. Here are some moments to remember ahead of Kendrick Lamar's show Sunday.

Kendrick Lamar aims to infuse his Los Angeles hip-hop flavor into New Orleans while staying true to his storytelling roots during Sunday’s Super Bowl halftime performance. “Being in the now and being just locked-in to how I feel and the energy I have now,