How Roc Nation Changed the Superbowl

The NFL recently announced that eight-time Grammy Award winning singer Usher will headline the 2024 Super Bowl Halftime Show. This show will mark the fifth year that Roc Nation has collaborated with the NFL as their Live Music Entertainment Strategists. The partnership was created to nurture and strengthen community through music, and is part of the NFL’s Inspire Change program.

Collaboration is a hallmark of inclusive marketing. And with the Roc Nation partnership, there have been some notable changes in how the NFL shows up that makes it more inclusive.

Relationships are a major currency of business. And prior to Roc Nation being involved in the selection process of the Super Bowl Halftime Show, it was problematic for the artists that were being considered to headline the show.

Jay-Z is an artist. The NFL and Halftime Show sponsors are not. Jay-Z and his team were able to bring the perspective of the artist and an ideal way to manage the selection process from their perspective, that allowed the NFL to maintain their existing relationships.