Super Bowl halftime DEI show: The Greatest Protest on Turf – Baptist News Global

Opinion Edmond W. Davis | February 10, 2025
No matter how far we’ve come, the needle on social progress and race relations often feels stuck. The Super Bowl, America’s biggest stage, only amplifies this reality.
Despite the grand spectacle, the message is clear: Black Americans are largely showcased as entertainers or athletes — on the field, in commercials or performing during the halftime shows. Whether it’s Serena Williams, Kevin Hart, Master P or Snoop Dogg, their presence reinforces the narrative that Black excellence is confined to sports and entertainment.
Edmond W. Davis
Take a closer look at the HBCU bands, dancers for Kendrick Lamar and the fact that more than 50% of both NFL teams are Black and that an African American NFL owner never has touched the Lombardi trophy. It’s reminiscent of the NBA Finals or conference championship games — African American fans are a rare sight unless they’re celebrities or pro-athletes. You never see a normal Black family at an NBA Finals game or a Super Bowl sideline. The game, the show, the ads — all feel like a curated illusion of diversity, equity and inclusion.
“You never see a normal Black family at an NBA Finals game or a Super Bowl sideline.”
Consider the commercials on this year’s broadcast:
The halftime show itself was layered with symbolism. Samuel L. Jackson introduced Kendrick Lamar, playing a version of “Uncle Sam” reminiscent of his role in Django — a nod to the roles Black people often are expected to play in America. The dancers, clad in red, white and blue, mirrored the American flag — a reminder that while America was built on the backs of Black people, their representation is often limited to entertainment and sports (just look at the Black billionaires list).
The stage resembled a prison yard shaped like a PlayStation controller — a powerful metaphor for how the system manipulates Black performers for entertainment. Kendrick’s performance wasn’t just music; it was a protest. He highlighted the commodification of Black culture, the exploitation of Black talent and the systemic forces that continue to oppress.
Messages like these often go over the heads of mainstream audiences. The biggest protest in history happened on the Super Bowl stage, and many dismissed it as “boring.” But the truth is, Black Americans always have been here to entertain — to keep “them” from being bored. The system prefers entertainers like Lil Wayne, who promote messages that align with the agenda pushed by the media and labels.
The DEI for Blacks in America really means “Declaration of Economic Independence.”
“The DEI for Blacks in America really means ‘Declaration of Economic Independence.’”
Kendrick’s message was clear: “They Not Like Us.” It wasn’t about white people — it was about those who control the media and the music industry, it was about white supremacy. The same system Malcolm X warned us about. The dancers in red, white and blue were a stark reminder of how Black people have been dancing to the drums of the system. The prison-yard stage symbolized how Black performers are trapped in roles that entertain while the system profits.
Again, even the commercials reflected this dynamic:
Freedom isn’t just about the past; it’s about the ability to choose the future. Yet, the choices presented during events like the Super Bowl are limited. The NFL may be changing with future Hall of Fame quarterbacks like Jalen Hurts, Patrick Mahomes and Lamar Jackson — the first time in history two Black quarterbacks have won NFL MVP and Super Bowl MVP in back-to-back seasons — but representation in other spheres remains scarce.
The Super Bowl halftime show wasn’t just a performance; it was a reflection of America’s ongoing struggle with race, representation and misrepresentation. Kendrick Lamar’s message was a wake-up call, not a “woke-up” call, but the question remains: Is anyone really listening?
The system thrives on keeping audiences entertained, not educated, especially 14% of Americans. But true progress requires more than just representation in sports and entertainment. It requires systemic change — a shift in who gets to be seen, heard and valued beyond the field and the stage.
In the end, the Super Bowl was more than just a game. The beef, if any at all, between Drake and Kendrick Lamar will empower a narrative that reads Pac vs. Biggie 2.0, but there’s a flag on that play. The halftime show was a mirror reflecting America’s deep-rooted issues with race, representation and progress. And until those issues are addressed, the DEI Half Time Show will remain just that — a show, but the greatest protest on turf.

Edmond W. Davis is a journalist, social historian, Tuskegee Airmen global scholar and emotional intelligence expert.

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