JAY-Z’s partnership with the NFL has led to the Super Bowl’s halftime show getting its first Black executive producer. Hov, Roc Nation and the league have announced the hiring of Jesse Collins as the EP of the 2021 Super Bowl halftime show, which is scheduled to take place on February 7.
“Jesse Collins is innovative, creative and one of the only executive producers that speak fluent ‘artist vision,'” JAY-Z said in a press release. “He’s a true artist. Jesse’s insight and understanding create both extraordinary shows and true cultural moments. After working with Jesse for so many years, I look forward to all there is to come.”
Collins has previously worked as a producer for the Grammy Awards, BET Hip Hop Awards and Soul Train Awards. He was also one of the people behind the CBS special John Lewis: Celebrating A Hero, which aired in August following the death of the civil rights leader and politician.
“It is an honor to be a part of such an iconic show at such an important time in our history,” Collins said. “I am grateful to JAY-Z, Desiree Perez, the entire Roc Nation family and the NFL for granting me this opportunity.”
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The NFL’s Chief Media and Business Officer Brian Rolapp added, “We are excited to have Jesse Collins join with Roc Nation to executive produce the Pepsi Super Bowl LV Halftime Show. We look forward to our fans experiencing a memorable performance as part of the culmination of our 101st season.”
Hov’s Roc Nation became the “live music entertainment strategist” for the NFL in 2019. The Hip Hop mogul’s company has also been involved in the league’s Inspire Change initiative, which aims to help improve education and economic advancement, police and community relations and criminal justice reform.
these are those actionable items, huh?
Great, can’t wait to hear the wonderful assortment of music that this guy is gonna push on Super Bowl night
jay-z talking to us about this other brother about being a true artist.
Who gives a fuck. Its just entertainment
Listen if the culture of the NFL don’t change all this is doing is sprinkling glitter over shit. give those guys more rights like nba players at least. All I’m seeing is ways to bring black audiences to watch more football ..they blackballed a man for what he believes in..not bad mouthing or violence but for showing awareness in a peaceful way. NFL been a joke they don’t even care about players safety or mental health
Theme will be ‘urban sheek black contraversial’ BLM and fist salutes as well as introduction new black national anthem. This screams political one sided – the bias ultra black side