Photo: Kevin Mazur (Getty Images for Roc Nation)
The NFL has made a deal with Jay-Z and Roc Nation in which Jay-Z will both help the league smooth out the continuing tensions with players over social injustice issues and expand on the NFL’s entertainment like the Super Bowl halftime show and other creative projects. Jay-Z will also have a large role in the social-justice program the NFL launched last year at a time when tensions between some players and owners over the Colin Kaepernick protest. Patriots owner Robert Kraft was among the key figures in bringing the partnership with Roc Nation together.
Roc Nation will now be involved in the NFL’s entertainment operations—like the halftime show, the production, and distribution of other new football-related content together on streaming services. There are talks that it will have original music and podcasts for players to voice their opinions on issues that are important to them.
In the song “ApeS**t” from The Carter’s AlbumJay-Z rapped “I said no to the Super Bowl, you need me, I don’t need you” Jay-Z now will be the face of Inspire Change, which was launched earlier in the year but still Kaepernick has gone unsigned for two years since inspiring the movement.
Inspire Change’s stated goals are promoting education and economic advancement, improving police and community relations. The initiative was started in partnership with the Players Coalition, which was founded by a group of players seeking to enact social reform, and has supported charities and causes across the country.
Jay-Z, who was critical of the NFL, will now join forces with hope to inspire change. This move is big for both the NFL and the culture of Hip Hop because it shows Hip Hop is still a big influencer in the world today. Salute to Jay-Z and Roc Nation and the NFL.
“Injustice anywhere is a threat to justice everywhere.” Martin Luther King, Jr