Five years ago, Jay-Z’s Roc Nation formed a partnership with the NFL, largely seen as the league’s awkward effort to repair its image after mishandling Colin Kaepernick’s protests.

At that time, the NFL announced, “Roc Nation, the entertainment firm started by rapper and entrepreneur Shawn ‘Jay-Z’ Carter, is beginning a multiyear collaboration with the NFL to enhance live game experiences and amplify the league’s social justice initiatives.”

So, what has changed since then? Unless there’s something Jay-Z is working on behind the scenes, his contributions to “social justice initiatives” seem nonexistent.

However, when it comes to enhancing live game experiences, that’s a completely different story.

Jay-Z continues to influence how the NFL is perceived by using the popularity of its biggest event: the Super Bowl.

Undoubtedly, Jay-Z is transforming the NFL’s image like never before. He is actively incorporating Black culture into the league’s Super Bowl festivities. This is likely unpopular with some conservative circles, but currently, the NFL’s predominantly conservative owners are allowing Jay-Z this level of influence. It’s been quite a spectacle to observe.

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

“Rap music remains the most significant genre out there today, and I’ll be there to showcase its importance,” Lamar stated. “They picked the right artist.”

Indeed, they did.

In a statement, Jay-Z, who co-produces the halftime show, said: “Kendrick Lamar is an extraordinary artist and performer, indeed a once-in-a-generation talent. His profound love for hip-hop and culture shapes his artistic vision. He possesses an unrivaled knack for defining and influencing culture on a global scale. Kendrick’s work goes beyond music and will leave a lasting mark.”

The NFL appears to be aiming for more than just a football game; it aspires to make an impact on the culture.

More specifically, it seeks to engage in the Black cultural landscape. While Lamar does appeal to a broader audience, it’s important to recognize that he is profoundly rooted in Black culture, just as the medium he excels in is.

Some NFL owners might prefer to see Kid Rock perform instead. Yet, nobody else would. Regardless, the fact that Jay-Z continues to feature rappers at the NFL’s flagship event is astonishing. We have come a long way from Maroon 5.

There is an inherent irony in this situation. The league has not historically treated its Black players and coaches well, with Kaepernick’s case being one significant example. Yet, the NFL seeks to leverage Black culture to attract younger fans who celebrate it.

Interestingly, Jay-Z has not always fully grasped the importance of the Kaepernick movement. In his initial press conference in 2019, he stood next to NFL Commissioner Roger Goodell and stated: “I believe we have moved beyond kneeling. It’s time for us to focus on actionable items.”

“My focus is on action – I’m committed to real work,” he remarked then. “How things appear matters for a short time until we begin to make real contributions. I have found myself in this position many times. Take Tidal as an example from five years ago. People have a different perspective on it today, but at the time, visibility was lacking.

“I often show up and get the job done; I’m uninterested in external appearances. If protest on the field is the most effective means, then do it. However, if you possess a platform to effect change and educate simultaneously, use it.”

Jay-Z has dedicated all his NFL-related resources to the cultural engagement aspect of the game, which seems to be succeeding—perhaps even exceeding his wildest expectations.