E-40 and Too $hort brought the sound of Northern California to the NFL Honors ceremony on Thursday, performing during Super Bowl week in the Bay Area. E-40 delivered a hyphy-infused set with classics like 'Choices (Yup)' and 'Tell Me When to Go,' while Too $hort ran through anthems such as 'Gettin' It' and 'Blow the Whistle.' Though they did not share the stage, their performances underscored the region's musical legacy on a national platform.
'On this Super Bowl week, this is the ultimate because it’s on Bay Area soil,' E-40 said during rehearsals. 'It’s a big platform. … Being part of these NFL festivities, I love it.' Too $hort noted the evolution in the NFL's engagement with Bay Area music, saying, 'Ten years ago, the Super Bowl was right here. I didn’t do anything. … I didn’t talk to the NFL. So it’s a real big deal.'
Beyond the NFL Honors, Bay Area artists have been featured throughout Super Bowl week. Performers include Kehlani, Larry June, Goapele, LaRussell, and Green Day, who will open the Super Bowl with an anniversary ceremony. LaRussell, booked for 10 performances over four days, said the scale of the event allows artists to showcase the region's unique musical identity. 'Our spirit. That BPM, that tempo, that feeling when you hear Bay music that make you smile and want to dance,' he said.
The Bay Area's hip-hop scene has long operated independently, from artists selling tapes out of car trunks to building audiences city by city. San Francisco-based independent label Empire, founded by Ghazi Shami, has grown into one of the largest in the country and curated a Super Bowl week experience with Levi's. E-40 highlighted the collaborative spirit, saying, 'Everybody just playing a position. … Larry June got his own lane. … Kehlani bringing in Grammy Awards. … Teamwork makes the dream work.'
