In its framing, narrative approach, and density, Kendrick Lamar’s Super Bowl was unlike any that have come before it.

He teased “Not Like Us” twice before finally performing the first verse of the track that concludes with the popular “A minorrrr!” line — a lyric heard and sung throughout the announced New Orleans crowd of 65,719 at Caesars Superdome. As expected, Lamar changed some of the lyrics for television, but the message was clear.

The halftime show is usually a victory lap for living legends. For Kendrick Lamar, it's just part of a career-defining hot streak