Jay-Z & NFL Extend Partnership For More Halftime Shows
Jay-Z has become a big name in the NFL over the past few years since he started choosing the performers for the Super Bowl Halftime Shows. Bloomberg reported that Jay-Z and the NFL are planning to keep working together.
At the NFL owners meeting in Atlanta on October 15, NFL commissioner Roger Goodell said, “It’s been a mutually positive relationship. I’m not sure either one of us really spend much time talking about contracts. Jay is happy. [Roc Nation CEO] Desiree Perez is happy. I’m happy, so we’re all good.”
According to ESPN, the last deal was worth $25 million over five years. Roc Nation helped pick the Super Bowl Halftime Show performers and also supported the NFL’s social justice program, Inspire Change, which has given $375 million in grants.
Kendrick Lamar will be the headliner for the 2024 halftime show, and Jay-Z said, “Kendrick Lamar is truly a once-in-a-generation artist and performer. His deep love for hip-hop and culture informs his artistic vision. He has an unparalleled ability to define and influence culture globally. Kendrick’s work transcends music, and his impact will be felt for years to come.”
Since Jay-Z and Roc Nation started picking the Super Bowl Halftime acts, most of the performers have been hip-hop artists, including Shakira, J.Lo, The Weeknd, Dr. Dre, Rihanna, and Usher.
The partnership hasn’t been without controversy. After the 2019 announcement that Jay-Z would work with the NFL, some people criticized him for teaming up with a league that was accused of blackballing former San Francisco 49ers quarterback Colin Kaepernick, who knelt during the national anthem to protest police brutality. Recently, some people in the rap community were upset that Kendrick Lamar, and not Lil Wayne, was chosen to headline this season’s Super Bowl in New Orleans.
Fat Joe recently praised Jay-Z for his work on the halftime shows, saying, “If he wasn’t doing shows, it’d be no hip-hop.” During a livestream on his Instagram account, Fat Joe acknowledged that some people wanted Lil Wayne to headline in New Orleans, but he pointed out, “it ain’t just one man’s decision,” and added, “if he wasn’t doing shows, it’d be no hip-hop.” He also joked that without Jay-Z, the halftime show might have featured performances like the viral country folk song, “Cotton-Eyed Joe.” He used the 2022 halftime show with Dr. Dre, Snoop Dogg, 50 Cent, Eminem, and Kendrick Lamar as an example of Jay-Z’s positive influence.
Many people shared their thoughts about the news online, including Basketball Hall of Famer and Los Angeles Lakers legend, Magic Johnson.
Johnson wrote, “Congratulations and job well done to NFL Commissioner Roger Goodell, Jay-Z and his company Roc Nation on extending their partnership deal for the Super Bowl Halftime show!”
Fans responded to Johnson’s post. A photographer who goes by @dougvansant on X (formerly Twitter) replied, “Yes! Some of the absolute best shows I’ve ever had a chance to photograph. Love this partnership.”
