Five years ago, Jay-Z’s Roc Nation partnered with the NFL, a move that was seen as an awkward attempt by the league to repair its reputation after mishandling Colin Kaepernick’s protest.

At that time, the NFL stated, “Roc Nation, the entertainment firm created by rapper and entrepreneur Shawn ‘Jay-Z’ Carter, is teaming up with the NFL for several years to improve live game experiences and support the league’s social justice initiatives.”

So, what has changed since then? Unless there are undisclosed efforts by Jay-Z, his “social justice initiatives” seem to have vanished.

On the other hand, when it comes to enhancing the live game experience, Jay-Z has made significant strides.

He is reshaping how the NFL presents itself to fans, especially through its most notable event: the Super Bowl.

With undeniable impact, Jay-Z is weaving Black culture into the Super Bowl in a way never seen before. This influence may not sit well with some conservative fans, but the NFL’s traditionally conservative owners have granted him this freedom. It is truly fascinating to witness.

The latest validation of this was revealed on Sunday when the NFL, Roc Nation, and Apple Music announced that Kendrick Lamar will headline this year’s Super Bowl Halftime Show.

“Rap music remains the most powerful genre right now. I’ll be there to remind everyone why,” Lamar stated. “They’ve chosen the right person.”

Indeed, they have.

Jay-Z, who helps produce the halftime show, remarked: “Kendrick Lamar is a rare talent and performer. His profound passion for hip-hop and culture shapes his artistic vision. He has a unique gift for defining and shaping global culture. Kendrick’s influence goes beyond music and will be recognized for years to come.”

The NFL is not satisfied with just being about football; it aims to be a player in the cultural arena.

Specifically, it is engaging with Black culture. While Lamar appeals to a broad audience, he undeniably represents Black culture, mirroring the medium in which he shines brightest.

While some NFL owners might prefer to see a Kid Rock performance, most fans certainly wouldn’t. Yet, the fact that Jay-Z continuously promotes artists within the NFL’s marquee event is remarkable—it marks a significant shift from previous performances by groups like Maroon 5.

There is, however, a poignant contradiction. The NFL has a history of poorly treating its Black players and coaches, with Kaepernick’s situation being a critical example. Yet, the league is eager to use Black culture to draw in younger fans who resonate with it.

Interestingly, Jay-Z has not always demonstrated a solid grasp of Kaepernick’s impact. At a press conference in 2019, sitting next to NFL Commissioner Roger Goodell, he stated: “I think we’ve moved past kneeling. It’s time to focus on actionable items.”

“I’m focused on action, on tangible outcomes,” he conveyed to reporters then. “How things appear lasts only a few months until we start doing the real work. I’ve been in similar positions numerous times. Take Tidal from five years ago as a prime example. People view it differently now, but back then, it didn’t seem significant to many.”

“I just show up and do the work; I’m not concerned with appearances. If playing on the field is the most effective form of protest, then do it. But if you can influence change and educate effectively, do that instead.”

Jay-Z has dedicated all his NFL-related resources to enhancing the cultural aspect of the game, and that aspect seems to be thriving, perhaps beyond his greatest expectations.