E-40 and Too $hort Shine at NFL Honors, Celebrating Bay Area Music

SAN FRANCISCO — E-40 transformed the NFL Honors into a celebration of Bay Area culture, showcasing the slang that defines a generation as actor Tiffany Haddish and Carolina Panthers rookie Tetairoa McMillan danced along, with Kansas City Chiefs star Travis Kelce nodding to the rhythm.

Moments earlier, Too $hort took the stage, performing classic hits like “Gettin' It” and “Blow the Whistle,” songs that have become anthems across clubs and arenas for years.

Though they didn't share the stage, their impact was felt throughout the event. As two of the most influential figures in hip-hop, E-40 and Too $hort brought Northern California’s distinctive sound and swagger to the NFL's biggest night outside the Super Bowl itself. Their presence highlighted a broader cultural moment, with other Bay Area talents like Kehlani and LaRussell also taking center stage during the Super Bowl week.

E-40 remarked, “On this Super Bowl week, this is the ultimate because it’s on Bay Area soil. It’s a big platform. … Being part of these NFL festivities, I love it.”

Too $hort reflected on the evolution of the NFL's relationship with Bay Area music, stating, “Ten years ago, the Super Bowl was right here. I didn’t do anything … So it’s a real big deal.”

Beyond their performances, Bay Area music was woven into the Super Bowl week festivities, featuring artists like Grammy-winner Kehlani, rapper Larry June, and soul singer Goapele. There were multiple performances by LaRussell and punk-rock legends Green Day, who celebrated the 60th Super Bowl with an anniversary ceremony.

LaRussell expressed pride in representing the region: “It feels good to just be important to the region and show that to everyone coming in. This is our home.” He emphasized that the Super Bowl provides a unique opportunity to showcase the identity of Bay Area music.

The Bay Area has long been a musical ecosystem thriving on independence, with its artists establishing careers without relying on major-label systems. This spirit of self-sufficiency is also echoed by San Francisco-based Empire, one of the largest independent record labels, which showcased its history during Super Bowl week.

E-40 celebrated the collaborative spirit of the Bay Area, saying, “Everybody just playing a position. … Teamwork makes the dream work.”

For E-40, making music is a lifelong passion. He noted, “As long as I got my life, health and strength, I’m gonna be able to make music forever.”

Too $hort hopes that their presence during Super Bowl week leaves visitors with a deeper appreciation for the Bay Area. “This is a world-renowned area. People come here from all over the world to see this place. Don’t take it for granted.”