The Los Angeles Dodgers’ celebration to Kendrick Lamar’s hit song “Not Like Us” after winning the World Series further validated Jay-Z’s decision to pick Lamar for the Super Bowl LIX halftime show in New Orleans. Jay-Z’s Roc Nation and the NFL extended their partnership in 2019 due to Roc Nation’s ability to pick culturally relevant artists and infuse new energy into Super Bowl halftime performances. The partnership also involves Roc Nation’s participation in the NFL’s social justice causes. Despite Lamar garnering widespread approval, there has been some disappointment expressed, such as from New Orleans native Lil Wayne who was hoping to be considered.
Super Bowl halftime performances have the potential to generate just as much attention for who isn’t picked, highlighted by the conversation surrounding Lamar’s selection and Lil Wayne’s disappointment. However, prominent figures in the music industry, such as previous halftime performer Rihanna and rap legend LL Cool J, have voiced their support for Lamar, believing his time to shine at the Super Bowl is now. Ongoing discussions about potential guest artists are testament to the significance of the event, and the positive difference the Roc Nation partnership has made for the NFL.
Speculation is rife about potential guest performers, with some suggesting artists and marching bands who have already performed “Not Like Us”. Dr. James B. Oliver, Alabama State’s marching band director, is hopeful that their band will have the opportunity to share the stage with Lamar. This excitement surrounding Lamar’s performance and the event itself is in stark contrast to the skepticism that met the NFL-Roc Nation partnership five years ago following protests during the national anthem and NFL’s handling of social justice issues.
The NFL and Roc Nation partnership was initially met with apprehension, especially due to the controversy surrounding Colin Kaepernick’s protest during the national anthem in 2016. Even Jay-Z himself, who initially chose not to participate in Super Bowl halftime shows in solidarity with Kaepernick, has come on board, bringing positive changes to the event. Collaborating with the NFL since 2019, Roc Nation has worked on social justice projects in addition to selecting and producing the Super Bowl halftime shows, thereby altering the public perception of the event.
Since Roc Nation’s involvement, the Super Bowl halftime show has gained increased attention and notoriety. The NFL has significantly invested in social justice causes nationwide. Artists including Jennifer Lopez, Shakira, The Weeknd, Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem, Kendrick Lamar, 50 Cent, Rihanna, and Usher have been featured since 2019, with the 2022 and 2023 shows winning multiple Emmys.
Looking towards Super Bowl LIX, anticipation for Lamar’s performance is bubbling. His popularity remains strong and has even expanded into unreleased music being used by F1 racing and the NBA. His performance, coupled with the excitement generated by the halftime show being covered like a major news event, promises to ensure that the buzz around the event continues to grow. As such, it seems Jay-Z’s partnership with the NFL and his involvement in selecting artists for the halftime show have not only bolstered the appeal of the Super Bowl but also bridged the gap between pop culture and sports.
