The NFL is taking an entirely new approach to addressing longtime criticisms of its approach to social justice and original entertainment.
As first reported by Michael McCarthy of Front Office Sports, the NFL is partnering with Jay-Z and Roc Nation, the music mogul's self-started agency, to give him a prominent role in activism initiatives and input into entertainment activities throughout the regular season.
Notably, there's nothing in the contract between Jay-Z and the NFL that ensures he'll participate in the Super Bowl halftime show. He and Roc Nation will merely serve as co-producers for the event. Commissioner Roger Goodell, though, is holding out hope the 22-time Grammy award-winner opts to perform during the sports world's biggest game over the next few years.
“He was very quick to say that he does not want this to be about him performing, that it was broader than that,” he said of Jay-Z, per the Washington Post's Mark Maske. “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.”
Roc Nation will reportedly choose the artists who will perform at NFL events across the regular season. Jay-Z is confident he and his team will have creative control, too.
“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.”
According to The Wall Street Journal, Jay-Z will be “the face” of Inspire Change, a program announced earlier this year with goals of improving police and community relations and promoting education and economic advancement.
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