Caesars Superdome in New Orleans played host to Super Bowl LIX on February 9, 2025 in a game which saw the Philadelphia Eagles upset the plans of the Kansas City Chiefs to win a third Super Bowl in a row. The Eagles won a decisive 40-22 victory. The Apple Music Halftime Show featured Pulitzer and Grammy-winner Kendrick Lamar and guests in a 15-minute performance which incorporated the 75,000-strong crowd in the light show with PixMob programmed LED wristbands, Serena Williams, Mustard, and SZA.
The message held within the Halftime Show performance contained some superficial jabs in the artist's ongoing feud with Drake, but on a deeper level reflected the experience of being a black American. Bruce Rodgers' stage referenced a game controller and Samuel L Jackson, dressed as Uncle Sam, narrated "the game of American life," cautioning Lamar about being, "too loud, too ghetto" and deducting lives. The visual imagery showed Lamar's dancers forming an American flag which splits, going in circles without progressing, and finally, Lamar informing the audience he is not playing the game anymore with the help of the 75,000 PixMob LED wristbands forming the words GAME OVER.
LD Al Gurdon, in collaboration with Lamar's LD Cory FitzGerald, shared light plots for the show which ran the length of the football pitch and featured a car, several stages, and eight streetlamps adorned with dancers.
The show incorporated X4 Wristbands from PixMob worn by all 75k spectators, performers were equipped with PixMob X4 Wristbands and NOVA Minis, and PixMob MVT controller technology was used during the half-time show to ignite the wristbands and turn the entire stadium crowd into a video screen of animated effects.