Jay-Z Partners with National Football League to Oversee Entertainment, Social Justice Activism

Jay-Z Partners with National Football League to Oversee Entertainment, Social Justice Activism

Jay-Z Partners with National Football League to Oversee Entertainment, Social Justice Activism

In an interview with The Wall Street Journal, Jay-Z acknowledged the political divide between himself and the NFL.

According to the New York Times, the deal with Roc Nation, Jay-Z's entertainment and sports company, calls for the firm to be the N.F.L.'s "live music entertainment strategist", which will entail Roc Nation and Jay-Z consulting on entertainment, including the Super Bowl halftime show, and contributing to the league's activism campaign, Inspire Change.

The role will make Jay a consultant for the show he so publicly rejected. This was emblematic of a larger problem facing the league: Many prominent black artists were refusing to be associated with the league due to its treatment of Colin Kaepernick. Black entertainers including JAY-Z and Rihanna have turned down the gig in the past in support of Kaepernick.

The NFL's once bullet-proof "Shield" image has been battered in recent seasons, as the league has been dinged by several on- and off-the-field issues, ranging from how it handles player protests and attacks from President Donald Trump to domestic violence and concussions.

After years of criticism for its response to players protesting racial inequality during the national anthem, the NFL has reached an agreement with Jay-Z on a social justice campaign that also gives the league a much-needed foothold in the music industry.

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UPDATE: The New York Times has confirmed the partnership between Roc Nation and the NFL.

The massive game-changing move even sparked a mighty co-sign from Atlanta rap star T.I. When Outkast's Big Boi and Houston native Travis Scott ultimately agreed to guest spots within Maroon 5's performance, they faced backlash.

The NFL is poised to announce a sweeping business partnership with Jay-Z's Roc Nation, sources tell Front Office Sports. Partnering with Jay-Z's firm would help give the National Football League more credibility while tapping the knowledge of a wide-ranging entertainment company with its finger on the pulse of the younger, urban audience. "Roc Nation has shown that entertainment and enacting change are not mutually exclusive ideas - instead, we unify them".

"He was very quick to say that he does not want this to be about him performing, that it was broader than that", Goodell told The Washington Post. "I think that's a core element of our relationship between the two organizations, and with JAY and I personally".

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