American rapper Kendrick Lamar announced that he would be headlining the Super Bowl LIX halftime show on September 8, 2024.

[4][5] Despite the news being well received by critics, it polarized the rap industry as some believed Lil Wayne should have been the headliner due to the event being held in his hometown of New Orleans.

[10] "Watch The Party Die" was the first song to be released by Lamar following the number one single "Not Like Us" and his highly publicized feud with Canadian rapper Drake.

[11] Instead, the lyrics critique materialism, influencers and celebrity culture; the song's release during the VMAs was perceived as being a direct reaction to it.

[13] The track, like previous standalone Lamar single "The Heart Part 5", pays tribute to rapper Nipsey Hussle following his death in 2019.