Musc company Roc Nation, founded by American rapper Shawn Corey Carter or Jay-Z, is set to partner with the National Football League (NFL) to bring about ‘social change’, as per NFL Commissioner Roger Goodell.
According to NFL, the agreement shall see Roc Nation advising on the selection of artists for major NFL performances like the Super Bowl. NFL also said that Roc Nation will work with the NFL to create and distribute content across multiple platforms for various initiatives.
“Roc Nation is one of the most globally influential and impactful organizations in entertainment,” Goodell was quoted as saying.
“The NFL and Roc Nation share a vision of inspiring meaningful social change across our country. We are thrilled to partner with Roc Nation and look forward to making a difference in our communities together.”
The partnership reminds interestingly of a song that Jay-Z had released partnering with Beyonce, in 2018. The song was named Apes**t, and a part of the song has lyrics reading, “I said no to the Superbowl, you need me, I don’t need you. Every night we in the endzone, tell the NFL we in stadiums too,” which is sung by Jay-Z.
The lyrics come around 3:30 mark in the video-
The Roc Nation founder though seemed optimistic about the idea of partnering with the national league saying it could ‘strengthen the fabric of communities.’
“With its global reach, the National Football League has the platform and opportunity to inspire change across the country,” Jay-Z told NFL.
“Roc Nation has shown that entertainment and enacting change are not mutually exclusive ideas – instead, we unify them. This partnership is an opportunity to strengthen the fabric of communities across America.”
The deal will not only bring high profile entertainers to the NFL, but it will also keep them away from controversies involving players sitting or kneeling at the time of the national anthem. The most famous of such incidents was of Colin Kaepernick, when he denied to stand up for the national anthem in 2016, in protest against the US for oppressing black people.
Following the incident, Jay-Z, in 2017, performed with the quarter-back’s jersey on, in support of him, and against NFL. This is another indication as to why the current partneship might seem weird.
Jay Z performing on Saturday Night Live in a Colin Kaepernick jersey pic.twitter.com/44wQUfckqh
— Lakisha Jackson Wesseling (@LakishaJackson) October 1, 2017
While the pairing may seem odd, Roger Goodell, the commissioner of the N.F.L., said the league wants good relationship with its partner.
“We don’t want people to come in and necessarily agree with us. We want people to come in and tell us what we can do better,” Goodell was quoted as saying in an interview at his Midtown office. “I think that’s a core element of our relationship between the two organizations, and with Jay and I personally.”