Jay-Z Partners with NFL to Lead Entertainment Endeavors

FILE - In this July 23, 2019, file photo, Jay-Z makes an announcement of the launch of Dream Chasers record label in joint venture with Roc Nation, at the Roc Nation headquarters in New York. The NFL and Jay-Z’s entertainment and sports representation company are teaming up for events and social activism. The league not only will use Jay-Z’s Roc Nation to consult on its entertainment presentations, including the Super Bowl halftime show, but will work with the rapper and entrepreneur’s company to “strengthen community through music and the NFL's Inspire Change initiative.” (Photo by Greg Allen/Invision/AP, File)

Despite Jay-Z’s previous refusal to perform at the 2018 Super Bowl “I said no to the super bowl: You need me I don’t need you” he rapped on song Apesh*t , the Businessman and rapper He has taken on a key role in the league and is hoping to do some good. According to The New York Times, Jay-Z will serve as the leagues live entertainment strategist. In this role Roc Nation and Jay-Z will consult on entertainment, including the Super Bowl half time show and contribute to the leagues social justice campaign Inspire Change. Roger Goodell, the commissioner of the NFL said the league wants partners that will tell them how to improve their efforts “We don’t want people to come in and necessarily agree with us; we want people to come in and tell us what we can do better…I think that’s a core element of our relationship between the two organizations, and with Jay and I personally.

The NFL has been having a tough time securing top-tier entertainers for the Super Bowl half time show after Collen Kapernick accused the league of blackballing him for kneeling during the singing of the national anthem. Since then the league has been working hard to address criticism of its actions. In 2017 they launched the Inspire Change campaign which includes donating as much as $89 million over six years to social justice causes chosen by the players.

Details of the partnership are to be made clear during the official announcement on Wednesday but Jay-Z reassure us that this new deal hasn’t changed his perspective and no matter the NFL’S intention he is going to make the most of this opportunity “I have to believe that even if it’s not sincere, we’re going to get things done”.