25th December 2024
When Beyoncé takes the stage, it’s never just a performance—it’s a cultural moment. This was evident once again on Christmas Day 2024, when Netflix broadcast Beyoncé Bowl, the Queen’s high-energy halftime show during the NFL’s double-header. With her Cowboy Carter era in full swing, Beyoncé delivered a genre-defying spectacle that redefined country music, blending tradition with innovation.
From the moment she stepped onto the NRG Stadium stage in Houston, Texas, clad in meticulously crafted Western wear, Beyoncé set the tone for a performance steeped in both musical and sartorial history. The show featured live debuts of several Cowboy Carter tracks, including “16 Carriages,” “Blackbiird,” “Ya Ya,” and “Texas Hold ‘Em.” She was joined by special guests, including Shaboozey, Brittney Spencer, Tanner Adell, and Tiera Kennedy—signalling a moment of visibility for Black artists in country music.
A standout moment came when Post Malone joined Beyoncé for their duet on “Levii’s Jeans,” a track that playfully intertwines hip-hop, country, and blues influences. But the Levi’s partnership ran deeper than just a song. Earlier in September, Levi’s and Beyoncé had already set the stage for this collaboration by reimagining the iconic 1980s Laundrette commercial—an ad synonymous with effortless cool and Americana. The Beyoncé-led reinterpretation added a fresh layer of Western elegance, cementing Levi’s role in the evolving landscape of Cowboy Couture. By extending this creative partnership into Beyoncé Bowl, Levi’s seamlessly connected heritage with contemporary culture, reaffirming its place at the heart of the denim conversation.
Another unforgettable element of the performance was Blue Ivy Carter’s presence as a featured dancer. Having grown up in the spotlight of her mother’s career, Blue Ivy’s participation added a sense of generational continuity—another nod to legacy and lineage, themes that run deep in Cowboy Carter.
Beyond the music, Beyoncé Bowl was a testament to her continued ability to shape cultural narratives. The performance became the most-watched halftime show in streaming history, pulling in over 27 million viewers, proving yet again that Beyoncé is not just an artist—she’s a movement. By merging Southern Black musical traditions with pop spectacle, she didn’t just perform at an NFL halftime show; she turned it into a landmark cultural event that will be dissected for years to come.