Jay-Z’s Roc Nation launches partnership with NFL

August 15, 2019

Roc Nation,— the entertainment company founded in 2008 by rapper and businessman Shawn “Jay-Z” Carter—announced on August 13 that it was launching a multiyear partnership with the National Football League (NFL) geared to enhance live game experiences and to amplify the league’s social justice efforts.

As part of the agreement, Roc Nation will advise on the selection of artists for major NFL live, on-field performances such as those featured during the Super Bowl halftime break.

According to the league, a major component of the partnership will be to nurture and strengthen community through football and music, including through the NFL’s Inspire Change social justice initiative (which already is supported by eight organizations, including Alliance for Safety and Justice, Anti-Recidivism Coalition, Campaign for Black Male Achievement, Civil Rights Corps, Gideon’s Promise, NAF, Vera Institute of Justice, and VOTE).

The NFL formally launched the Inspire Change initiative in early 2019, after more than two years of work with NFL players, with the goal of creating positive change in communities across the country. Through this initiative, NFL teams and the league office work with the Players Coalition and other NFL players to support programs and initiatives that reduce barriers to opportunity, with a focus on three priority areas: education and economic advancement; police and community relations; and criminal justice reform.

“With its global reach, the National Football League has the platform and opportunity to inspire change across the country,” Jay-Z said. “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.”

Roc Nation also will work with the NFL to create and distribute content across multiple music streaming services for a variety of initiatives.

“Roc Nation is one of the most globally influential and impactful organizations in entertainment,” said NFL Commissioner Roger Goodell. “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.”

Research contact: @NFL

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