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

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.

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.

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,

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.

Super Bowl is set to showcase some of the best voices in the music industry, with Kendrick Lamar leading the iconic halftime show, and Jon Batiste singing the national anthem.