Rapper Shawn "Jay-Z" Carter's Roc Nation
entertainment company and the NFL have started a multi-year partnership
that includes a boost to NFL game presentations and social justice
initiatives.
Under terms of the deal, Roc Nation will advise the NFL on the selection
of artists for major NFL events such as the Super Bowl half-time show.
Jay-Z's group will also help boost community efforts through American
football and music under the NFL's Inspire Change program launched
earlier this year to bolster communities around the United States in
areas for education and economic advancement, police and community
relations and criminal justice reform.
"With its global reach, the NFL has the platform and opportunity to
inspire change across the country," Carter said. "Roc Nation has shown
that entertainment and enacting change are not mutually exclusive ideas
-- instead, we unify them."
Roc Nation will help the NFL create and distribute music streaming services contest.
"Every conversation I've had with Jay has been inspiring, not just on
his perspective on the process of how we do the entertainment, but what
we should try to achieve," NFL commissioner Roger Goodell said. "His
perspective is going to drive us."
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