Jay-Z’s entertainment company, Roc Nation, will continue to oversee the production of the highly anticipated Super Bowl halftime shows, a person familiar with the situation confirmed to a news channel . While the specifics of the contract are yet to be disclosed, Roc Nation’s ongoing involvement with the NFL underscores the success of their partnership, which began in 2019. This collaboration has significantly shaped the league’s live music entertainment strategy, while also advancing the NFL’s broader social justice efforts through the “Inspire Change” initiative.
The partnership between Roc Nation and the NFL was initially announced by NFL Commissioner Roger Goodell and Jay-Z in 2019. This multiyear deal not only tasked Roc Nation with selecting and managing the Super Bowl halftime performers but also positioned the entertainment company as a key player in the league’s mission to address social justice issues. The “Inspire Change” initiative was launched as a response to the NFL’s controversial handling of former player Colin Kaepernick, who famously kneeled during the national anthem in 2016 to protest police brutality and racial injustice. Kaepernick’s actions sparked a national conversation about social justice, and the NFL faced significant criticism for its response to his protest.
Through Roc Nation’s partnership, the NFL aimed to take a more active role in supporting social justice causes. The collaboration has led to the Super Bowl halftime show becoming more than just a musical performance—it now serves as a platform to highlight the league’s ongoing efforts to inspire positive change. Roc Nation’s involvement has been instrumental in diversifying the performances, drawing in major artists who reflect a wide array of musical genres and backgrounds.
The Super Bowl halftime show, under Roc Nation’s guidance, has featured an impressive roster of top-tier performers. Since 2019, headliners have included global superstars like Shakira and Jennifer Lopez in 2020, who delivered a vibrant performance that celebrated Latin culture. The following year, The Weeknd captivated audiences with a visually stunning and cinematic halftime show in 2021. In 2022, Dr. Dre took center stage with an ensemble of legendary hip-hop artists including Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar, and surprise guest 50 Cent. This performance was praised for its celebration of hip-hop’s cultural influence and was widely regarded as a groundbreaking moment for the genre on one of the world’s biggest stages.
In 2023, Roc Nation brought Rihanna to the Super Bowl stage, marking her return to live performance after a long hiatus. Rihanna’s show not only drew widespread attention for her powerful performance but also for her subtle announcement of her pregnancy during the event, making it one of the most talked-about halftime shows in recent memory. Most recently, Usher was announced as the headliner for the 2024 Super Bowl halftime show, where he will be joined by an array of musical talents, including Alicia Keys, H.E.R., Will.i.am, Lil Jon, Jermaine Dupri, and Ludacris.
Looking ahead, Kendrick Lamar has been named the headliner for the 2025 Super Bowl halftime show, which will be held at the iconic Caesars Superdome in New Orleans. Lamar, one of the most influential artists of his generation, is expected to deliver a performance that will be both entertaining and socially conscious, in line with his reputation for addressing themes of racial inequality and social justice through his music.
Beyond the entertainment aspect, the partnership between Roc Nation and the NFL has had tangible social impacts. The “Inspire Change” initiative has led to significant financial contributions to social justice organizations. To date, the campaign has awarded $55 million in grants to various social justice groups, with contributions from NFL teams adding up to over $248 million to support non-profit organizations that are focused on driving change in areas such as education, economic advancement, and police-community relations. This financial commitment highlights the league’s ongoing effort to use its platform and resources to support meaningful causes.
Jay-Z’s involvement in the NFL’s social justice efforts has been met with both praise and skepticism. Some critics have questioned whether the league’s partnership with Roc Nation is enough to address the systemic issues that players like Kaepernick protested against. However, others have noted that the collaboration represents a significant step forward in the NFL’s acknowledgment of its role in the national conversation about racial equality and social justice.
As Roc Nation continues to produce the Super Bowl halftime shows, fans and activists alike will be watching to see how the NFL and its partners leverage the cultural significance of the event to further their goals. The Super Bowl halftime show has evolved into much more than a musical performance; it is now a global stage for conversations about culture, identity, and justice.
With Jay-Z’s Roc Nation at the helm, the Super Bowl halftime show will continue to attract major musical talent while also reinforcing the NFL’s commitment to social change. As the countdown to the 2025 Super Bowl in New Orleans begins, anticipation builds for what is sure to be another memorable performance, headlined by Kendrick Lamar, in an event that unites music, entertainment, and the ongoing pursuit of equality.
