Kendrick Lamar Just Proved: The Revolution Will Be Televised

9th February 2025

Cultural relevance isn’t just about showing up—it’s about shaping the moment. And last night at Super Bowl halftime, Kendrick Lamar did exactly that on one of the biggest stages in the world.

From Samuel L. Jackson playing a modern-day Uncle Sam—mocking Kendrick and telling him to “play the game”—to Lamar standing in front of an American flag formed entirely by Black dancers, every frame of his Super Bowl LIX halftime show was designed to challenge, provoke, and solidify hip-hop’s place at the centre of culture. As he stood before the flag performing HUMBLE., the message was clear—sit down, be humble wasn’t just a lyric, it was a challenge to the system itself. Gil Scott-Heron’s words echoed louder than ever—this time, the revolution was televised.

Dressed in Deion Sanders’ classic Nike sneakers and flared Hedi Slimane Celine jeans, Kendrick blended high fashion with hip-hop’s DNA, while his pgLang ‘GLORIA’ jacket and ‘a minor’ chain teased the Converse collab drop that went live right after the show. Cultural storytelling at its finest.

But beyond the style, the gaming references ran deep—because Kendrick isn’t just tapping into the culture; he’s part of it. A well-known gamer, he’s spoken about his love for video games, and last night, that influence was undeniable. The set itself was a giant controller, symbolising the struggle for power, agency, and who really gets to “play the game.” From the 8-bit “Game Over” text flashing on-screen to the dancers wielding controllers, Kendrick turned the performance into a statement about control, rebellion, and breaking free from the system. The Squid Game influence was unmistakable—just like in the series, the rules are rigged, but Kendrick made it clear: he’s playing his own game.

And in a political climate where Trump is calling for the “termination” of DEI programs, Kendrick’s performance felt like direct resistance. A reminder that hip-hop is built on defiance, on truth-telling, on pushing back against a system designed to exclude. As some politicians try to erase diversity initiatives and roll back progress, Kendrick stood centre stage proving why representation isn’t a “trend”—it’s the culture.

Then there was Serena Williams, mid-performance, Crip Walking in A Ma Maniére x Converse Chuck 70s—a full-circle moment from the move she was once criticised for at Wimbledon, now immortalised on the biggest entertainment stage in the world. And the fact that Serena—Drake’s ex—was dancing just as Not Like Us shook the stadium? A subtle but undeniable moment in Kendrick and Drake’s ongoing beef.

And when Not Like Us hit? That wasn’t just a song—it was a power move. Hip-hop doesn’t just belong on this stage. It owns it.

A halftime show that won’t just be remembered. It’ll be studied.

Beyoncé Bowl: A Cultural Milestone in Cowboy Couture

25th December 2024

When Beyoncé takes the stage, it’s never just a performance—it’s a cultural moment. This was evident once again on Christmas Day 2024, when Netflix broadcast Beyoncé Bowl, the Queen’s high-energy halftime show during the NFL’s double-header. With her Cowboy Carter era in full swing, Beyoncé delivered a genre-defying spectacle that redefined country music, blending tradition with innovation.

From the moment she stepped onto the NRG Stadium stage in Houston, Texas, clad in meticulously crafted Western wear, Beyoncé set the tone for a performance steeped in both musical and sartorial history. The show featured live debuts of several Cowboy Carter tracks, including “16 Carriages,” “Blackbiird,” “Ya Ya,” and “Texas Hold ‘Em.” She was joined by special guests, including Shaboozey, Brittney Spencer, Tanner Adell, and Tiera Kennedy—signalling a moment of visibility for Black artists in country music.

A standout moment came when Post Malone joined Beyoncé for their duet on “Levii’s Jeans,” a track that playfully intertwines hip-hop, country, and blues influences. But the Levi’s partnership ran deeper than just a song. Earlier in September, Levi’s and Beyoncé had already set the stage for this collaboration by reimagining the iconic 1980s Laundrette commercial—an ad synonymous with effortless cool and Americana. The Beyoncé-led reinterpretation added a fresh layer of Western elegance, cementing Levi’s role in the evolving landscape of Cowboy Couture. By extending this creative partnership into Beyoncé Bowl, Levi’s seamlessly connected heritage with contemporary culture, reaffirming its place at the heart of the denim conversation.

Another unforgettable element of the performance was Blue Ivy Carter’s presence as a featured dancer. Having grown up in the spotlight of her mother’s career, Blue Ivy’s participation added a sense of generational continuity—another nod to legacy and lineage, themes that run deep in Cowboy Carter.

Beyond the music, Beyoncé Bowl was a testament to her continued ability to shape cultural narratives. The performance became the most-watched halftime show in streaming history, pulling in over 27 million viewers, proving yet again that Beyoncé is not just an artist—she’s a movement. By merging Southern Black musical traditions with pop spectacle, she didn’t just perform at an NFL halftime show; she turned it into a landmark cultural event that will be dissected for years to come.

Beyoncé Reimagines Levi’s 1985 Ad in Bold Omnichannel Campaign of Empowerment and Timeless Style

29th September 2024

Levi’s Omnichannel Campaign Starring Beyoncé: A Masterclass in Brand Elevation

Levi’s has dropped an omnichannel campaign featuring Beyoncé in a bold, ‘country chic’ reimagining of the iconic 1985 'Launderette' ad, and it’s more than just a fashion moment—it’s a masterclass in brand elevation.

Leveraging Beyoncé's Cultural Influence

By teaming up with Beyoncé, Levi’s is tapping into her unparalleled cultural influence to fuse empowerment, timeless style, and emotional storytelling into the brand’s core identity. This campaign successfully humanises the iconic denim brand, amplifying its authenticity and inclusivity through Beyoncé’s unique lens. This strategic partnership not only deepens the brand’s connection with its audience but also adds new depth to a label already rich with nostalgia and American heritage.

A Perfect Match for Modern Self-Expression

This campaign brilliantly taps into the zeitgeist of self-expression and diversity, resonating with Gen Z and Millennials alike. Beyoncé's cross-generational appeal ensures that the campaign doesn’t just feel classic, but also culturally relevant in today’s fast-changing landscape. It’s a perfect example of a legacy brand evolving in real time, engaging new audiences with fresh, powerful narratives that resonate deeply.

A Collaborative Triumph

Kudos to the teams at TBWA, Chiat, Day LA, la revolución, and PRETTYBIRD for bringing this incredible vision to life. This collaboration is a shining example of how to elevate a brand by staying true to its heritage while embracing the future and the cultural moment—showcasing the power of authenticity and innovation together.

Levi’s continues to prove that it’s not just a brand rooted in the past, but one that is evolving and thriving in the present, with Beyoncé as the perfect partner to take it to the next level.