Last year, billionaire rapper Jay-Z rapped that the Super Bowl needs him. Now, he’s doing his bit to make the sport showpiece better.
Earlier this week, reports confirmed that Roc Nation, Jay-Z’s entertainment company, will be working with the National Football League. Per the reports, the partnership will be to enhance the league’s social justice efforts and live game experience.
The partnership will run for multiple years, and it has the aim of expanding the NFL’s entertainment offerings. This will include the iconic halftime show of the Super Bowl.
Real name Shawn Carter, Jay Z said, “Roc Nation has shown that entertainment and enacting change are not mutually exclusive ideas; instead, we unify them. This partnership is an opportunity to strengthen the fabric of communities across America. ”
“The NFL were willing to do some things, to make some changes, that we can do some good,” he added
A release from the NFL added that the agreement will “nurture and strengthen community through football and music.”
The genesis of it all
The partnership was spurred by the activist movement that started back in 2016 with Colin Kaepernick. The quarterback sparked national attention after he took a knee during the national anthem. At the time, this action represented a protest to police violence and injustice
However, through this partnership, Jay-Z will take a leading role in the Inspire Change Initiative; an NFL program that focuses on economic advancement, education, and criminal justice reform.
Jay will also oversee the artists scheduled to perform the Super Bowl. His role will be significant in producing a half time show that will be viewed by hundreds of millions across the world.
While speaking on Roc Nation, NFL Commissioner Roger Goodell commented on the record label’s global influence. He added that the league is thrilled to partner with Roc Nation, as well as their mission to unite communities.
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