On August 13, 2029, the NFL announced that it was entering a partnership with Roc Nation, the entertainment company founded and led by Jay-Z.
The multi-year partnership was aimed at expanding the league’s entertainment offerings, including the Super Bowl’s iconic half-time show. and also to enhance the league’s social justice efforts.”.
The History of the Super Bowl Halftime Show
Although the game is the primary reason for the gathering, very few events grasp the nation’s attention like the Super Bowl.
In February every year, the NFL’s top teams come together for a head-to-head competition to determine who will be crowned the national football champion for the year.
The Super Bowl is also home to one of the biggest cultural gatherings dubbed “the Halftime Show.”
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The Halftime Show didn’t have a lot of excitement in its early iterations.
It was evidently exhibited during the partnership announcement when Jay-Z, real name Shawn Carter, said that the deal will “inspire change,” according to him.
“Roc Nation has shown that entertainment and enacting change are not mutually exclusive ideas; instead, we unify them.
He went on to say, “This partnership is an opportunity to strengthen the fabric of communities across America. The NFL was willing to do some things, to make some changes, so that we could do some good.”
The NFL added that the agreement will “nurture and strengthen the community through football and music.
The Impact Of The Partnership
The Halftime Show has been an iconic part of every Super Bowl event.
However, some would argue that the highly anticipated moment was not the most diverse or reflective of the overall makeup of the American population, among other issues.
However since the announcement of the partnership was announced, this dynamic would change.
The five-year, $25 million deal put Jay’s ROC Nation in charge of shaping the coveted Super Bowl halftime show.
The deal was focused on reimagining the halftime show and advancing the league’s social justice agenda.
The Talks Around The Deal
Not everyone saw this move as the positive shift needed to drive change.
According to an article at the time by a separate New York Times, Carolina Panthers safety Eric Reid, who joined Kaepernick in a lawsuit against the NFL, called Roc Nation’s deal with the league “kind of despicable” during a locker room interview.
However, despite the criticism, Jay-Z said he’s willing to take the heat if it means using the NFL’s platform to raise awareness among white football fans about the importance of addressing police brutality.
“As long as real people are being hurt and marginalized and losing family members, then yes, I can take a couple rounds of negative press,” he explained.
Hip-hop Infused Shows
Although hip-hop has not been the only genre represented since the Roc Nation deal, the artist selection has become more diverse, with performances from Shakira and Jennifer Lopez in 2020;
The Weeknd in 2021; Dr. Dre feat. Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar, 50 Cent, and Anderson Paak in 2022; Rihanna in 2023; Usher in 2024; and an upcoming performance from Kendrick Lamar in 2025.
Jay-Z shared in a Business Insider report at the time that his aim for the partnership is also an entry point to ensure the Halftime Show was more hip-hop-inclusive.
“I think that for a long time, and not just the NFL, but America, in general, looked at rap as this fad thing,” he said via the outlet.
“It’s the No. 1 genre in the world and has been that way. So I would love for these platforms to be more inclusive of our music.”
