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How Roc Nation Reinvigorated the Super Bowl Halftime Show

Last Updated: February 12, 2024
When Jay-Z and Roc Nation entered a formal partnership with the NFL, they elevated the most coveted stage in entertainment. Boardroom breaks down the game plan for success.

If you look back on the last several years, it’s a unanimous truth that the Super Bowl halftime show has set a new standard for greatness.

You can thank Jay-Z and Roc Nation for that.

Since entering a formal partnership with the NFL, Hov revolutionized the show at every level — from booking to production. Prior to the takeover in 2019, the NFL had a rocky relationship with artists. For example, Rihanna turned down the opportunity to perform in light of the way that she felt the league disrespected Colin Kaepernick.

Plus, Roc Nation has a better sense of the geographic appeal of music. Just look at the LatinX star power that took the stage in Miami for Super Bowl LIV, which featured Jennifer Lopez, Shakira, Bad Bunny, and J Balvin.

In total, Jay-Z has leveled up the spectacle and artistry during his fairly short stint as the halftime show’s creative director.

Who can follow suit as the show heads to New Orleans in 2025?

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