NFL Hires Jay-Z To Consult On Live Music & Social Justice

JAY-Z’s Roc Nation to Announce Partnership with NFL

JAY-Z’s Roc Nation to Announce Partnership with NFL

Music icon JAY-Z just did the unthinkable.

The deal with Roc Nation, the rapper's entertainment and sports company, calls for the firm to be the N.F.L.'s "live music entertainment strategist", a role that will see Roc Nation and Jay-Z consulting on entertainment, including the Super Bowl halftime show, and contributing to the league's activism campaign, Inspire Change. Most notably during that period was then-San Francisco 49ers quarterback Colin Kaepernick taking a knee during the US national anthem.

"Roc Nation is one of the most globally influential and impactful organizations in entertainment", Goodell said.

According to Jason Reid of The Undefeated, Shawn "Jay-Z" Carter's entertainment company, Roc Nation, has agreed to "lead the league's endeavors in music and entertainment." Through this initiative, NFL teams and the league office work with the Players Coalition and other NFL players to support programs and initiatives that reduce barriers to opportunity, with a focus on three priority areas: education and economic advancement; police and community relations; and criminal justice reform. "They were willing to do some things, to make some changes, that we can do some good".

The NFL has faced controversy in recent years over how it handles players protesting racial and social justice, most notably with former San Francisco 49ers quarterback Colin Kaepernick, who took a knee during the national anthem.

But now there is a working agreement between the league and Roc Nation, which also represents such NFL stars as Todd Gurley, Saquon Barkley and Ndamukong Suh. "We are thrilled to partner with Roc Nation and look forward to making a difference in our communities together".

The Kaepernick situation made the National Football League radioactive for performers such as Roc Nation affiliate Rihanna, who reportedly declined to headline this year's Super Bowl halftime out of deference to Kaepernick. How that plays out on both the entertainment and social initiatives fronts figures to be newsworthy.

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