Jay-Z & NFL Extending Partnership For Super Bowl Halftime Show

The NFL Super Bowl halftime show will continue to be produced by Jay-Z’s Roc Nation. The partnership, which originally began in 2019, saw Roc Nation take the lead in advising and selecting artists for major NFL performances, including the coveted Super Bowl halftime show. Additionally, Roc Nation has played a significant role in supporting the NFL’s Inspire Change initiative, a social justice program that has distributed $375 million in grants to various causes. If you’re curious about the math, while the original deal was reportedly valued at $25 million over five years, specifics regarding the value and duration of the new extension remain undisclosed. The collaboration between the NFL and Roc Nation began at a time when the league was under intense scrutiny for its response to Colin Kaepernick’s protests and players kneeling during the national anthem. Some called it disingenuous. Others felt it was a step in the right direction. Since the partnership took effect, the Super Bowl has featured headline performances from top artists such as Rihanna, The Weeknd, and Shakira. Kendrick Lamar is slated to perform at the upcoming Super Bowl in New Orleans.

Source: The Source