Just a year ago, on the “Apes- - -” single, Jay-Z said, “I said no to the Super Bowl/You need me/I don’t need you.”Turns out, he might be right about the league needing him.
The NFL is forming a partnership with HipHop mogul Jay-Z. This deal will put him in charge of managing some entertainment options for the league and will tie into the sport’s social justice endeavors.
The partnership will make Roc Nation a co-producer of the Super Bowl halftime show, but does not contain a provision for him to be the halftime performer.
“He was very quick to say that he does not want this to be about him performing, that it was broader than that,” Goodell said in an interview. “It quickly went beyond that. Do I hope he’ll perform in the Super Bowl sometime in the next several years? Yes. But I think we’ll all know if that time comes. He’ll know in particular.” NFL Commissioner Roger Goodell said.
Jay Z believes that Roc Nation will have the freedom under the partnership to produce the kind of entertainment that it wants. In a quote from the Washington Post he said the following
“I think we have autonomy,” Carter said. “I anticipate that there will be a lot of — with any big organization, in this building right here we have internal problems. Anything that’s new is going to go through its growing pains. We put what we want to do on the table. The NFL agreed to it. So we’re gonna proceed with that as if we have a partnership.”
In terms of the activism portion of the agreement, it will be tied to the league’s current “Inspire Change” program announced in January. That initiative, which works with the Players Coalition, focuses on education and economic advancement, police and community relations and criminal justice reform.
No one's THAT surprised by Roc Nation x NFL, right?— Dan Runcie (@RuncieDan) August 13, 2019
This is how Jay Z moves:
- leverage big platforms
- partner with those he wants to influence (e.g. the Caliva cannabis deal)
Super Bowl fits that narrative. He also has NFL stars signed to Roc Nation Sports
It's a playbook
Jay z got other bigger plans. He’s gonna turn the NFL into a black owned business. He’s gonna beat P Diddy to it— Bad Doggy (@prophetp_dawg) August 13, 2019