The halftime show of the Super Bowl has been an eagerly anticipated event for both football and music fans for years. However, the quality and relevance of the performing artists have been subject to criticism, especially after the forgettable performance by Maroon 5 at the 2019 Super Bowl in a city like Atlanta, known for its vibrant hip-hop scene. It was then that the NFL, seeking to revitalize the event and give it a more inclusive twist, approached Jay-Z and his company Roc Nation to take control of the musical production of the Super Bowl.

Since 2020, Roc Nation has worked alongside the NFL to ensure that the halftime show better reflects the musical diversity of the United States. In this way, not only have opportunities been given to African American and Latino artists, but efforts have also been made to align the event with the pulse of the times and cultural demands.

To understand how Roc Nation has achieved this change, Desiree Pérez, the company's CEO, shared details of her creative process and Jay-Z's influence on the selection of artists with the website Nola.com.

The influence of Jay-Z and the search for musical diversity

After Maroon 5's failure in 2019, when the halftime show failed to connect with the audience in a city so deeply linked to hip-hop, the NFL decided to take a step back and trust experts for the organization and production of the show.

According to Pérez, it was the owner of the New England Patriots, Robert Kraft, who approached Jay-Z with a clear proposal: "We need experts to come and organize and produce the halftime show, and it shouldn't be the NFL." The idea was not only to improve the quality of the show, but also to make it more representative of American cultural diversity.

Since then, the halftime show has included Latino and African American artists, reflecting greater inclusion in an event that had traditionally been dominated by more commercial genres. "Musical genres have evolved in such a way that hip-hop is loved by whites, blacks, and all races."

"That's the idea: bringing generations together," explained Pérez. The fact that Roc Nation has brought artists like Shakira, Jennifer Lopez, Dr. Dre, Snoop Dogg, and Kendrick Lamar to the stage demonstrates a commitment to this inclusive vision. This year, there are even rumors that Lil Wayne could be considered for the next show, and SZA would perform as a special guest, in a proposal driven by Kendrick Lamar.

Roc Nation's vision: more than just a successful artist

The process of selecting artists for the Super Bowl is not as simple as choosing the most popular artist of the moment. Pérez explained that Roc Nation's approach is based on thinking beyond commercial success: "It's about when, why, and who. What is the theme? What is the pulse of the times, of where we are heading, of what people are listening to? We take all of that into account."

That is why, even with Kendrick Lamar's continued success, the choice of an artist like him is not a coincidence, as his lyrics often include political and social themes that could generate controversy.

However, Roc Nation is not intimidated by these risks. In Pérez's words, "it is part of the consideration" for the halftime show. Lamar, who has just received recognition for his career with a Grammy and the prestigious Pulitzer Prize, is seen as a figure who, beyond his provocative lyrics, represents the kind of cultural impact that Roc Nation wants to bring to the Super Bowl.