Home Sports How the World Series played a role in the Super Bowl partnership between NFL and Roc Nation

How the World Series played a role in the Super Bowl partnership between NFL and Roc Nation

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How the World Series played a role in the Super Bowl partnership between NFL and Roc Nation

If there were any questions about why Jay-Z chose Kendrick Lamar to perform the Super Bowl LIX halftime show in New Orleans in February, a listen in the Los Angeles Dodgers’ clubhouse after they won the World Series answered them.

Lamar’s hit “Not Like Us” was played loudly. It has become a theme for the team’s march to the championship. No rap song has become so entrenched in sports celebrations since DJ Khaled’s 2010 “All I Do Is Win.”

One of the reasons the NFL partnered with Jay-Z (real name Shawn Carter) and his Roc Nation brand as the league’s live music entertainment strategists in 2019, the belief was that his push into culture would bring new energy to the Super Bowl halftime performances. That’s been true so far, to which Roc Nation and the NFL have agreed extend their partnership in Octobera partnership that includes Roc Nation’s commitment to the NFL’s social justice goals.

Roc Nation partners with the NFL and Apple Music to select the halftime performers.

Jay-Z now has one of the most important tasks in the Super Bowl: selecting the halftime performer. Factors such as the location of the Super Bowl, cultural momentum and the relevance of artists come into play. Many artists hope to qualify. Only a few have been selected. Choosing Lamar was an easy choice in the eyes of many, as he is set to have a great 2024. “Not Like Us” is proof.

Those who aren’t selected for the Super Bowl halftime performances could draw just as much attention. That has remained a topic of conversation since the announcement that Lamar would headline the halftime show in September. New Orleans native Lil Wayne has expressed his disappointment because you are not selected. Some have wondered why a well-known local artist wasn’t chosen as the halftime film, but others have recognized Lamar’s staying power.

New Orleans rapper Juvenile, a former labelmate of Wayne’s (they were part of the group Hot Boys in recent years), recently said he wasn’t opposed to Lamar performing and would join Lamar on stage if he received an invitationhe understood Wayne’s frustration. Rihanna, who performed at halftime of Super Bowl LVII in 2023, said Lamar would “crushing” the performance.. Additionally, rap legend and Rock and Roll Hall of Famer LL Cool J said Wayne’s time “would come,” but Lamar was a good choice for the upcoming Super Bowl.

The multiple discussions for a show scheduled three months from now remind us how impactful the halftime performance is. It’s also a reminder of how the Roc Nation partnership has benefited the NFL.

“I’m not surprised, but I’m glad it’s not what it was five years ago when no one wanted to touch it,” said Desiree Perez, CEO of Roc Nation. “I am satisfied, satisfied that everyone wants to perform and that there is a discussion about who that should be instead of no one wanting to perform.”

Lamar’s inclusion has fueled speculation about guest appearances by artists and marching bands who performed “Not Like Us” this fall. Jackson State marching band performed with Usher during last year’s halftime show.

Dr. James B. Oliver, director of the Alabama State Marching Band, wants his Mighty Marching Hornets to have the opportunity to be on stage with Lamar in New Orleans. He said he’s reached out to connections in the music industry in an effort to make that happen.

“Our arrangement would be the arrangement he would choose because it’s exactly the way he wrote it,” Oliver said.

Five years ago, the NFL-Roc Nation partnership was met with skepticism. There were musical acts who opted out of the Super Bowl halftime show in the wake of Colin Kaepernick and other players taking a knee during the national anthem to draw attention to social justice issues in 2016. Kaepernick, who led gave to the San Francisco 49ers who had a Super Bowl XLVII appearance, left the NFL after the 2016 season.

One of those who then chose not to participate in Super Bowls was Jay-Z. He wore a number 7 jersey with ‘Colin K.’ on the back during a 2017 appearance on “Saturday Night Live.” Rihanna said that too at the time she would not act in support of Kaepernick.

But in August 2019, Jay-Z and Roc Nation partnered with the NFL in an effort to work on social justice projects, in addition to selecting acts and producing the Super Bowl halftime show. Since then, the halftime show has become one of the biggest talking points of the NFL season. Additionally, the NFL has invested noticeable time and money into social justice causes, including messages and programs across the country.

Featured artists after 2019 include Jennifer Lopez and Shakira (2020); The Weeknd (2021) Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem, Kendrick Lamar and 50 Cent (2022); Rihanna (2023) and Usher (2024). The 2022 and 2023 shows won multiple Emmys.

“Jay will make the decision, but we’ll definitely discuss it with the NFL, and of course they can push back,” Perez said.

Lamar’s announcement as February’s lead artist was treated like a major news event. The announcement has become a show. Lamar’s video, in front of an American flag, evoking scenes from the 1970 film “Patton,” which won an Academy Award for Best Picture, was as timely as the announcement.

“Not Like Us” and “Like That” are among Lamar’s chart-toppers this year. His intense rap battle with Drake led to the hit songs, as well as the successful “The Pop Out: Ken & Friends” concert that aired on Prime Video on Juneteenth gave him a lot of momentum.

Dasha Smith, the NFL’s executive vice president and chief administrative officer, said Roc Nation is “meticulous” in its artist selection process, which begins immediately after the Super Bowl. Roc Nation invests time in how the announcement will be made, the pre-show campaign and all other aspects of the performance, just like any other concert. They also focus on what is currently culturally relevant and which artists would attract a different audience.

“I think the numbers spoke for themselves,” Smith said of the halftime show. “(With) 200 million viewers, it has really become an event. Besides the Super Bowl, it has always been a highly watched program, but I think Roc Nation is taking it to the next level, not only with the selection of artists, but also with the production of the halftime show.”

Three months before Super Bowl LIX, expectations are high for an electric Lamar show. Lamar is also prominently present musically during and after the World Series. And with unreleased music used by F1 racing and the NBA is only increasing the buzz surrounding its February show.

(Top Photos: Jonathan Bachman and Cooper Neill / Getty Images)

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