Kendrick Lamar's absence at the FireAid benefit concert in Los Angeles did not go unnoticed, leaving fans disappointed.
On January 30, an extravagant gathering took place at the Intuit Dome and Kia Forum, uniting music icons for a charitable cause aimed at supporting wildfire relief efforts.
Given Lamar's roots in Compton and his status as one of Los Angeles' well-regarded musicians, his inclusion in the event lineup was highly anticipated by many.
However, an individual with inside knowledge shared that the event planners were keen on having him participate.
"He was one of the first names that came to mind. Maybe even the top name most people wanted," the insider told The US Sun.
The rapper was reportedly interested in performing as well, but his Super Bowl contract prevented him from doing so.
"His Super Bowl contract doesn't allow him to play a show this close to the game," the source explained. "They essentially have him on lockdown until that Sunday. Not only that, but he needs to rehearse and keep his focus."
All eyes will be on Lamar as he will be the main performer at the Super Bowl halftime show in New Orleans on February 9.
Fans are buzzing with anticipation to see Lamar's highly awaited performance at this esteemed event despite the initial disappointment.
After missing out on the FireAid concert, Lamar joined forces with the NFL to launch a special initiative to help fire victims.
"From the big stage to you," the league announced on social media, introducing the Kendrick Lamar Halftime Collection—a merchandise line that features lyrics from the rapper's "TV Off."
The NFL emphasized that all proceeds from this collection will be directed towards helping the individuals impacted by the devastating wildfires, with the American Red Cross set to benefit from these generous contributions.
The FireAid event proved to be a remarkable evening filled with stellar performances by top artists like Lady Gaga, Dr. Dre, Olivia Rodrigo, Billie Eilish, Gwen Stefani, and Stevie Nicks, among others.
The stage also became a platform for storytelling, as first responders and survivors took the spotlight to share their traumatic experiences during the catastrophe.
The concert successfully raised over $60 million by the night's end, and the generous donations continued to flow in.
Meanwhile, this comes after ROC Nation's recent comments that the "Not Like Us" rapper is the "right person" for the headlining spot.
"He's had an incredible year, very deserving of the attention," Desiree Perez told NOLA. "The Grammys also acknowledged that. That's part of the consideration."
When questioned why Lamar was chosen over Lil Wayne, she responded, "Kendrick's richness and culture is really a nod to New Orleans."
"We have to take into consideration [that] whoever is going to perform can speak to music culture, regardless of age. It has to nod to real music, regardless of the genre. And Kendrick does that."
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