SAN FRANCISCO (AP) — E-40 added a distinct Bay Area touch to the NFL Honors event, delivering his trademark slang and energy as actor Tiffany Haddish and Carolina Panthers rookie Tetairoa McMillan danced enthusiastically, while Kansas City Chiefs star Travis Kelce nodded along with the beat.

Just before that, Too $hort electrified the stage with old-school Bay vibes, running through classics such as “Gettin’ It” and “Blow the Whistle,” songs that continue to bump in cars, clubs, and arenas across generations.

Though they performed separately, their influence was undeniably collective.

As longtime pillars of West Coast hip-hop, both E-40 and Too $hort brought the voice and style of Northern California to one of the biggest NFL stages outside of the Super Bowl. Their performances were part of a larger celebration of Bay Area culture during the action-packed week leading up to the big game, where artists from Kehlani to LaRussell showcased the region’s vibrant music scene.

“This Super Bowl week is a major moment for us because it's happening right here in the Bay Area,” said E-40 during his pre-show rehearsal on Thursday, where he performed fan favorites like “Choices (Yup)” and “Tell Me When to Go.” “It’s an amazing platform, and I’m glad to be a part of the NFL celebrations.”

For Too $hort, the experience marked a shift in how the NFL recognizes the Bay Area’s musical contributions.

“Ten years ago, the Super Bowl was hosted nearby and I wasn’t involved at all. I didn’t even hear from the NFL,” he shared. “So this means a lot. It’s not the halftime show, but to me, it’s still a huge deal.”

Bay Area Sound Steals the Spotlight on the World Stage

Apart from E-40 and Too $hort’s moments, Bay Area music has made its presence felt throughout Super Bowl week, attracting guests from across the country. Performers include Grammy-winning artist Kehlani, rapper Larry June, and soul singer Goapele. Multiple shows by LaRussell are on the schedule, along with performances by punk icons Green Day, who will kick off Super Bowl 60 with a tribute to MVP legends and also play at a special party with Counting Crows at Pier 29.

“It feels good to be appreciated in your hometown and to represent that for everyone visiting,” said LaRussell, who is scheduled for about 10 shows over four days, including an event for Jordan Brand and a game-day tailgate performance outside Levi’s Stadium. According to him, the exposure highlights the unique identity and character of Bay Area music.

“It’s the energy,” he explained. “That beat, that speed, that vibe that makes you smile and start moving when you hear Bay music — it’s something special you won’t find anywhere else.”

For LaRussell, the week isn’t just about exposure — it’s about honoring roots.

“This is where I’m from,” he said. “This is my culture. That’s why this matters so much.”

The Independent Spirit of Bay Area Music

For years, the Bay Area has maintained a self-sufficient music scene. Local artists have thrived by pressing their own records, selling music from their car trunks, and winning over listeners from city to city in the absence of major label connections.

The region's sound has evolved over time — from Oakland’s early rap innovation and heavy bass of mob music, to the high-tempo energy of the hyphy movement, and now to a dynamic era where artists blend soul, street, pop, and punk — all while staying true to their voice.

This spirit of independence extends beyond music creators. San Francisco-based Empire, started by Ghazi Shami, has grown into one of the nation's leading independent labels. During Super Bowl week, the label shared its 15-year journey in a public museum exhibit, showcasing how Bay musicians have thrived outside the mainstream industry.

Empire also teamed up with Levi’s to organize an immersive experience that combined Bay Area music, style, and culture into one regional highlight.

“The Bay Area has a unique synergy. When we come together, we’re powerful,” said E-40, who has watched generations of local artists succeed without stepping on each other's paths.

“Everyone’s doing their thing. Larry June is in his own zone. Kehlani is bringing home Grammys. We all support each other, and that unity makes the dream work.”

For E-40, success isn't about trends or handoffs — it's about shared progress and creative drive.

“As long as I’m breathing and healthy, I’ll keep making music,” he said. “It’s my passion — it’s who I am.”

Lasting Legacy of the Bay on the Global Stage

LaRussell found deep inspiration in watching E-40 and Too $hort command the NFL Honors show. Seeing veteran artists still innovate in their 50s gave him perspective on the long game of success.

“Watching those guys still pushing the culture forward at their age reminds me that consistency matters,” he said. “If you stay committed, your time will come.”

Too $hort hopes that those visiting during Super Bowl week walk away with a deeper respect for the region.

“If someone came here with a closed mind and tried to make it into something it's not, they'd be missing out,” he said. “This is one of the most celebrated places in the world. People travel from everywhere to see this. Don’t overlook it.”